Our client was a New York production company with a big name gleaned from running 16 different productions in the Immersion Theatre/Gaming sector. The company was a producer for Broadway’s Moulin Rouge, West End Fame and International Touring productions of Fame and Rock of Ages.
Our client came to us for consultancy work in the development of their new immersion theatre site in the West End with a brand-new, purpose-built theatre, featuring ‘the most themed environment London has ever seen’. This followed the success of their first immersive horror show in Times Square, Which Forbes remarked that he “had a gift for giving others nightmares”. The company utilised a cast of actors to deliver a scripted narrative in a way that seemed spontaneous and out of control, and created an environment that was completely immersive. They also provided a bar experience, with five strategically placed bars around the maze, as well as a 1,200-capacity nightclub with world class cocktail and food experiences available after you had finished the game.
The entire production was capitalised at £1.74m, and with BYC’s help they raised £1.1min capital. Our client signed sponsorship deals with Coca Cola and Heineken, the site was completed significantly under budget and advance ticket sales were higher than anticipated. After a successful opening and plenty of media attention, the site was unfortunately forced to close due to Covid. The production company continues to develop their brand in Broadway and across the USA.
