The pandemic forced most people away from regular social activities. Live entertainment particularly felt the effects as music concerts were cancelled, restaurants shut their doors, and conventions all went online. But now that audiences have returned, are live venues ready to deliver the immersive experiences modern audiences expect?

Live entertainment spaces must keep up with trends accelerated by the pandemic, while also preparing for the future. Using the best in AV technology to create exciting, fully immersive events may provide the answer. 

The Return of Live Entertainment

Ticket sales are continuing to climb year by year. By mid-2021, a study by the United Talent Agency found that 96% of respondents planned to attend a sporting event, concert, movie, cultural festival, or other live event. In mid-2022, attendance numbers continued to climb across entertainment verticals. And then in 2023, Ticketmaster reports that sales went up by an impressive 20% from the year before.

The numbers make it clear: live entertainment may have taken a hit in 2020, but the desire for unique, immersive, in-the-moment live experiences isn't going anywhere.

Crafting impactful immersive experiences

With live audience numbers fast returning to pre-pandemic levels, the live event industry needs to be ready to provide the type of jaw-dropping entertainment people want. Immersive entertainment technologies offer one way to achieve that level of excitement.

Immersive entertainment is nothing new to the live event space. Before the pandemic, the immersive entertainment industry was valued at $61.8 billion, according to a HERE Institute report. And in 2024, even after the effects of the pandemic, the market value of the immersive entertainment industry has leapt to almost $118 billion.

Recent successes — such as Panasonic’s partnership with Lighthouse Immersive to use 53 Panasonic PTRZ770 laser projectors and an internal network to transform the Toronto Star Building into an immersive look at Vincent van Gogh’s art — show how immersive technology can create singular events that draw audiences. This exhibit has shown staying power, expanding to new venues such as AREA15’s Portal space. 

A Live Event vs An Immersive Experience

Modern audience members have high standards when it comes to live event production. When planning your immersive experience, there are certain factors to keep in mind, such as:

• Sensory engagement: The use of projectors, cameras, and audio equipment provides venues with a way to engage multiple senses simultaneously among the audience, creating an unforgettable experience for attendees.
• Use of different mediums: Immersive experiences combine art, music, film, action and traditional storytelling. Rather than choosing one medium to enjoy, immersive experiences let audiences experience the best of multiple worlds.
• Transformation of space: Immersive technology grants the opportunity to breathe new life into old spaces. Using Panasonic’s digital projection technology, for example, the Statue of Liberty Museum was transformed from a historical space into an adventure through time. Similarly, a local business community in San Francisco became a must-see destination.
• Interactivity: Whether through art, music, film or any other form of story, the surest way to elicit an emotional response is to allow your audience to feel like part of the proceedings. Immersive AV technology brings attendees into your event and helps them fully feel the emotional resonance. 

What Attracts People to Immersive Experiences?

It’s no secret that audiences have more at-home entertainment options than ever before, which means in-person entertainment must go above and beyond. If live events fail to stand out, then they won't draw the attendees they need to be a success.

So, what sets immersive experiences apart from other live events? To understand the draw of an immersive experience, we first need to understand the factors that drive people to live events.

An Eventbrite survey taken before the pandemic identified some of the major motivating factors that drove people to live events:

• Connection: Attending live events imparts a sense of connection both to other attendees and to the world at large. This sense of connection will likely serve as an even bigger motivation coming out of a period of forced isolation post-pandemic.
• Identity: People don’t view events simply as something to do. Instead, many view the events they attend as reflective of their personalities. Fandom connects you to others who share your passions, and live events allow attendees the chance to share meaningful experiences with a chosen community.
• Shareability: Of all respondents to the Eventbrite survey, 48% said they go to events to share their experiences. Among parents, this number rises to 61%. People want unique and educational events that their children and loved ones can enjoy and that they can later share with family and friends on social media.   

While these factors account for part of the picture, people go out for more than just social reasons. The best live events will also create emotional responses in attendees. According to a Momentum Worldwide survey, people seek out joy, mental wellbeing, and memories. If your immersive experience can tap into just one of those three pillars, it's bound to be a success.

Through knowing what audiences look for in live entertainment, creators and promoters have the opportunity to ensure that the events they plan can achieve these goals for the audience. Fortunately, that’s where immersive entertainment excels.

Immediate Engagement, Lasting Memories

Engagement through immersive events helps create live events that exceed audience expectations. By immersing your audience in the experience, you offer something they will treasure and want to share. Additionally, since what you’ve created is more than they can capture in a social media post or explain through conversation, others will be driven to your event to avoid the feeling of missing something special. Live events are back, and promoters should look to cutting-edge technology to provide the best experience for their audiences. Enhanced AV solutions from Panasonic can help you create immersive experiences that no one will want to miss.