ABSTRACT
In this chapter I examine the role that secrecy, exclusivity, and productive participation play in producing the condition of “elusivity” that I argue is at the heart of the immersive theatre marketing landscape. In examining the marketing practices of immersive performance, I suggest that the liminoid invitations of such dramaturgies generate a symbiotic relationship between secrecy, exclusivity, and productivity to generate a peculiar veil of “elusivity”, The marketing practices of this wilfully mysterious field of theatre practice have been somewhat overlooked in scholarship but over the course of the chapter I work to begin lifting the curtain and explicate the nature of the strategies that those experiential dramaturgies produce.
