The three most-confused words in this industry are experiential, immersive, and interactive. Buyers use them as synonyms. Studios use them inconsistently from one proposal to the next. Trade press treats them as a single category. They are not synonyms. The difference matters because each word maps to a different production model, a different budget structure,…

When a producer signs the contract for a six- or seven-figure immersive experience, they’re not buying technology. They’re buying one of four outcomes. Knowing which one — before the first creative meeting — is the difference between a project that lands and a project that gets quietly retired after twelve months. I’ve been producing immersive…