20 years ago, theatre had become something that only people who work in theatre go to. I think the figure was 80% of theatre audiences worked in theatre.
And immersive offered something else, but the trouble is when you really dig into it the line immersive cuts as an artform is very much the line of, what is an actor, but a body you are paying to do whatever you want with, or for your audience to do whatever they want with.