And so looking into the production side of Sleep No More, Another Land, what goes into crafting theatrical experiences that actively involve an audience? What are the unique considerations and challenges, too, of developing a guided immersive program with a narrative, actors, sets, props, and all of these different rooms that they can go into?

Yes.

Well, I have my theories.

I don't know if this is across the board.

I don't agree with this, but I'll say personally what I find to be the sort of essential pillars of crafting a site-specific experience.

One is onboarding.

And so to context switch for people, it's really important to coax them out of their pedestrian everyday mindset into this quite literally other world that is brimming with possibility, that is brimming with the potential for magic.

So how rigid is it? Is it loose? Do you get to play with the flow or cadence of how the story plays out or even how the characters interact with the attendees?