FOR IMMEDIATE RELEASE
National Theatre Festival Unveils First-Ever Immersive Performance Awards, Spotlighting Tech-Driven Storytelling
New competitive category will honor productions that merge live performance with extended reality, motion capture and AI-driven design; winners to be announced on World Theatre Day 2026.
Washington, D.C. – November 20, 2025
The National Theatre Festival (NTF) today announced the creation of the Immersive Performance Awards (IPA), the first U.S. competition dedicated exclusively to large-scale, tech-enhanced theatrical experiences. Eligible productions must integrate at least one emerging technology—augmented reality, projection mapping, motion capture, volumetric video or AI-generated content—into a live performance that ran for a minimum of 15 shows between January 1 and December 31, 2025.
“Audiences no longer ask whether technology belongs on stage; they ask how it deepens empathy,” NTF executive director Dana McKay said. “The IPA will recognize artists who prove that circuitry and catharsis can coexist.”
The launch arrives as immersive theatre ticket revenue in North America is projected to reach $2.4 billion in 2026, a 19 % year-over-year jump, according to the National Endowment for the Arts and the U.S. Bureau of Economic Analysis [^external-link^]. The same study found that 63 % of attendees under 35 now cite “interactive or tech-forward elements” as a primary motivator when choosing stage shows, nearly double the 2018 figure.
“This isn’t a fringe experiment—it’s economic gravity,” McKay added. “Venues that added immersive extensions in 2024 saw average earned income rise 28 %, while traditional regional theatres without tech upgrades reported flat sales.”
The IPA will present three competitive honors:
– Best Immersive Design – recognizing achievement in projection, AR/VR or holographic scenery.
– Immersive Storytelling – rewarding narrative innovation that could not exist without digital tools.
– Immersive Impact – honoring community engagement or educational reach delivered through technology.
An industry jury of 15 artists and technologists—chaired by Olivia Pastrana, former XR producer for the Royal Shakespeare Company—will evaluate entries on artistic merit, technical execution and measurable audience impact. Submissions open January 6, 2026, via the NTF portal; the winners’ showcase will be livestreamed in 360° video on March 27, 2026, World Theatre Day.
The National Theatre Festival, founded in 1981, is the largest consortium of professional theatres in the United States, serving 1,900 member companies and reaching an annual audience of 24 million. NTF’s previous initiatives include the National Playwright Residency and the Access for All ticketing program, which has subsidized 580,000 admissions for low-income patrons since 2020.
Media Contact
Sarha Al-Mansoori
Director of Corporate Communications
G42
Email: media@g42.ai
Phone: +971 2555 0100
Website: www.g42.ai
