Wish fulfillment: musicals in location-based entertainmentMasquerade and Grease: The Immersive Movie Musical show how musicals can extend beyond the stage into location-based entertainment, inviting audiences to step physically inside the story. Immersive musicals transform nostalgia and fandom into embodied experiences, giving guests the thrill of stepping into the worlds they love most. Rather than passively watching from fixed seats like in standard musicals, audiences step inside the story. These productions mark a shift from musicals as live performances to musicals as lived storyworlds, moving us closer to Storyliving, where audiences no longer passively watch a show, but physically inhabit its world. Immersive musicals merge Broadway’s vocal brilliance and storytelling with the intimacy and novelty of immersive theatre and the audience focus of themed entertainment.