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Thus making it easy for consumers to identify the "wish" being fulfilled and what the experience is going to be like.

So an immersive experience like Bridge Command can use the phrase "Ever wanted to fly a starship?" on their posters in the London tube while Phantom Peak entices customers with the tagline "step into a real life video game."

When I was taking classes from former Imagineers Joe Garlington and Larry Gertz, we often discussed the concept of "wish fulfillment": what is the promise you're making to your guests and how are you going to deliver on that promise?

And some survey respondents also mentioned their projects being audience-driven or described an experience which was happening “all around you.”

Some practitioners said they use phrases like “your chance to be the hero” and “be part of the story,” while other focused on the appeals of immersion itself with phrases like “it’s a movie you can walk around inside of.”

However, our survey respondents cautioned against using the word in isolation, without additional details. Additional specifics are needed, as just saying a project is “immersive” is too vague on its own.

Prospective audience members in the know will have their interest piqued when they see these phrases being used in marketing for immersive projects.

Why? The terms "immersive," "immersive experience," and "immersive theatre" — while being open to interpretation — remain effective because they are familiar to the intended audience.

Even if you believe the term "immersive" to be overused, the most common response from immersive art and entertainment professionals was that the word continues to be useful in marketing materials, with caveats.

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