While cinemas are struggling and London’s West End has witnessed a significant escalation in ticket prices, creatives behind immersive experiences say their sector is experiencing “a gold rush moment”.

From shows built around obvious fan bases – such as Mamma Mia! The Party – to those working with established intellectual property, including Squid Game: The Experience, the UK has proven to be a world leader when it comes shows that make audiences feel part of the action, rather than just observers.

Little Lion Entertainment are the team behind two shows currently running in the UK: Pac-Man Live in Manchester and the Crystal Maze Live in London.

Its CEO Tom Lionetti told Sky News: “There has been a real boom in the experience economy… It kind of feels like a bit of a gold rush moment in this industry.

“It’s not nascent anymore, it really is a big industry and it’s getting bigger.

“West End theatre is incredibly expensive at the moment and even cinema can be expensive for what it is, so I think it’s about caring about the experience … you’ve got to consider value for money these days.”

Their Crystal Maze show challenges ticketholders to climb through tunnels and collect crystals just like contestants on the ’90s programme.

And it’s one of the longest-running immersive shows in the world, still going strong in London 15 years after the concept was first staged.

“The genesis really was this idea of breaking the fourth wall,” Lionetti says. “I was an actor and I come from a theatre background, but what we were really intrigued with was giving people agency so you become the star of the show.”

Last year, according to the Gensler Research Institute’s 2025 Immersive Entertainment & Culture Industry Report, the global market for immersive entertainment was valued at £98bn – and it’s projected to reach £351bn by 2030.

Despite times being financially tough post-pandemic, while cinemas have been struggling to put bums on seats, the continued popularity of experience events could indicate consumers are being a little more choosy about what they spend their hard-earned wages on.

Our eagerness to show off on social media could also account for some of what’s driving the boom, as well as the isolating nature of how technology-dependant we’ve become.

As Secret Cinema’s senior creative director, Matt Costain, explains: “Whether it’s competitive socialising or immersive experiences, people are look for something that offers them more… and this is an example of an activity where people can come together and have a sense of community.”

Secret Cinema – which combines live performance and film screenings – has been staging events for 15 years now.

In that time, they’ve partnered with major studios from Marvel to Netflix. Their latest offering will run from August see them bring Grease’s Rydell High to life.

Costain says: “When we first started this was niche, film fans who wanted to dress up and keep a secret… but immersive has moved mainstream and we’ve found ourselves one of two or three companies who’ve been in it since the beginning.

“Part of our job as artists is to help people remember that they really love to play.”

He jokes that those “who find it the most difficult to get started” are invariably the ones “at 11pm with their tie tied around their head and dancing on a table”.

While there are many shows working with established intellectual property (IP), there are also some hugely creative original works also being produced – Storehouse being one of those.

For 16 weeks, attendees at Staged in Deptford, which was once the archival store for Rupert Murdoch’s News International, will be guided through a story that takes place inside a ‘digital memory palace’ that supposedly houses every story, message, memory, and meme since the dawn of the internet.

Produced by Sage & Jester, its lead producer Rosalyn Newbery explains: “You’re not moving into a theatre with infrastructure, put it this way, we literally had to bring electricity to the venue, bring power to the venue, bring water to the venue, none of that was there for us… it’s a big old job and there’s a lot of detail that you can’t take for granted.”

Over 7,000 crew worked more than 57,000 hours to build the set.

Getting a show of this size and scale off the ground is a feat in itself. As creative director Sophie Larsmon says: “There are a lot of people trying to get these projects off the ground and there are a lot of projects that never see the light of day…because of the hoops that have to be jumped through for licensing and financing.

“It takes huge amounts of creative effort, I’ve seen a lot of projects where quite late in the process the green light is taken away.”

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While some creators might struggle to access support because the work doesn’t fit into traditional cultural boxes, it is certainly an industry that’s worth shining a spotlight on.

As Larsom says: “The UK has always led the way in developing this form… I think people are cottoning on to the fact that this is a sector [that’s] going to be a big revenue earner for the UK.”

The Crystal Maze LIVE Experience is on in London’s West End, near Piccadilly Circus.

Grease: The Immersive Movie Musical is at Battersea Park from 1 August to 7 September.

Storehouse runs at Depford Storehouse until 20 September.

MINNEAPOLIS — Jacob Misiorowski of the Milwaukee Brewers lost his bid for a perfect game in the seventh inning of a 17-6 win against the Minnesota Twins on Friday night.

After issuing a walk to Byron Buxton, Matt Wallner lofted a home run to the flower bed just past the right-field wall, ending Misiorowski’s run of hitless innings to start his big league career at 11, the first starter to do that since 1900.

“I think this is exactly how I ever dreamed of it coming along,” the 23-year-old rookie said. “It’s exciting.”

He threw five no-hit innings against St. Louis on June 12, but left in the sixth with cramping in his right calf and quadriceps.

“I felt calmer and ready to go compared to the first one,” Misiorowski said. “Nerves were going pretty heavy on the first one, so it’s good to finally feel the feet under you.”

The 6-foot-7 right-hander struck out six with a fastball topping out at 102.1 mph and a slider and changeup in the mid-90s.

“It’s important to prove to yourself as a young player that you belong in the big leagues and taste success and realize that you do belong here,” said Christian Yelich, who had a career-high eight RBIs. “He should believe he’s a really good major league pitcher because he is. All the nights probably aren’t going to go as smooth as the first two, but you see the ability.

“He’s got a chance to something special every night he goes out there.”

Misiorowski is the only big leaguer since 1900 to have more wins (2) than hits allowed (1) in his first two career starts, according to OptaSTATS.

“He was attacking, but mixing, too,” manager Pat Murphy said. “It wasn’t just heaters.”

After seeing four straight pitches of at least 100.8 mph from Misiorowski, Willi Castro twisted like a corkscrew and dropped to the ground as he struck out on a 95.5 mph slider in the first inning.

“You don’t see a guy throwing a slider 95, 96,” Castro said. “It’s really hard to pick up.”

Misiorowski threw 29 pitches of 100 mph or higher and had 12 of 101 mph or more. Since tracking started in 2008, the only starting pitchers to throw more in a game at 101 mph and above are Hunter Greene (33 on Sept. 17, 2022; 21 on March 30, 2023; 18 on July 26, 2022; and 13 on April 16, 2022) and Jordan Hicks (on July 12, 2022), according to Major League Baseball.

After the homer by Wallner, Misiorowski was pulled for reliever Nick Mears and left to a standing ovation. He threw 86 pitches, 60 for strikes, and departed with Milwaukee leading 8-2.

The Brewers scored five runs in the top of the seventh, a long time for starter to sit in the dugout, but Misiorowski was adamant about going back to the mound.

“He said, ‘Yes I’m getting toward the end, but I want to challenge myself,'” Murphy said. “It was a good time to have him do that.”

LOS ANGELES — San Diego Padres closer Robert Suarez was suspended for three games and fined an undisclosed amount Friday for intentionally hitting Shohei Ohtani of the Los Angeles Dodgers with a pitch during the NL West rivals’ contentious meeting Thursday night.

Suarez will appeal the suspension, keeping him eligible to play for San Diego on Friday night against Kansas City. He did not pitch in the Padres’ 6-5 loss.

Padres manager Mike Shildt and Dodgers manager Dave Roberts also received one-game suspensions and undisclosed fines for their roles in the brouhaha that occurred in both halves of the ninth inning during the Padres’ 5-3 victory at Dodger Stadium.

“I support it,” Roberts said about the league’s disciplinary decision. “I think that obviously I never want to make the game about the managers. It shouldn’t be. It should be about the players and winning, so last night, both managers are protecting their teams, and it just unfortunately got to the point that we became the focus, and that’s not the way it should be.”

Both managers were ejected in the top of the ninth after they ran onto the field and bumped into each other during a vociferous argument that almost got even more physical before their players and assistant coaches intervened.

Shildt believed Dodgers reliever Jack Little intentionally hit Fernando Tatís Jr. in the right hand with a pitch, igniting the latest bench-clearing incident between local rivals with several years of bad-tempered history.

“Circumstances were really challenging this past series, and at the end of the day I don’t regret standing up for a guy that I love in Tati, and a team that I love and a city that I love,” Shildt said. “In that regard, I have no regrets how it got to that point. Again, we can all have our comments and thoughts and theories. But as far as my actions, it’s not something you want to do every night or needs to be done, hopefully ever again. But appropriate actions for the circumstances were taken, and I don’t regret it at all.”

Shildt and Roberts served their suspensions Friday. Bench coach Danny Lehmann managed the Dodgers in their 6-5 win over the Washington Nationals, and Padres bench coach Brian Esposito was in San Diego’s dugout vs. the Royals.

In the bottom of the ninth, Ohtani was hit on the back of his right shoulder by Suarez’s pitch, putting the tying run on base during the Dodgers’ three-run rally. Ohtani’s teammates appeared to be preparing to storm the field for the second time before Ohtani waved them back. The three-time MVP then walked to the Padres’ dugout for some light banter, defusing the tension.

Suarez on Friday insisted he hadn’t retaliated for Tatís.

“I was never trying to get anyone into trouble or hit anybody,” Suarez said through an interpreter. “Unfortunately it happened. I got ejected and I couldn’t finish out the game, but we won as a team, and we were able to salvage that game. … [The Dodgers are] entitled to their opinion. They can say whatever they want. That was not the case. I was out there to try to save the game.”

Ohtani threw a bullpen session as scheduled Friday despite getting hit by Suarez on his pitching shoulder. Ohtani’s second mound start for the Dodgers is still expected to happen Sunday, Roberts said.

Tatís was in the Padres’ lineup as usual Friday. Manny Machado said afterward that the Dodgers should “pray” Tatís had escaped serious injury, encouraging them to “put out a candle.”

Information from The Associated Press was used in this report.