the spy example is fair, but i think what has most potential are the immersive theatre experiences. like other comments referenced, sleep no more and secret cinema.

i really can't do sleep no more justice in a comment. "immersive", again, is probably the best word for it. it was quite successful and ran for several months beyond the final show last summer.

obviously it's a business, but i think it would be more apt to compare it to a play house, which still thrive where they can.