Theatrical activations were THE thing @ E3 2018 one of the best was Capcom's recreation of RPD, which if you don a VR helmet and hit the VR button on this video you can experience with my friends and I , taking us into eventually playing the entire 20 minute demo ( sans sound as I couldn't capture it in this set up) + discussion with it 's brand manager... a P.T. IRL would be killer (literally).