Immersive theater, where live actors interact with cg characters, props and environments is definitely the future, and due to recent advances in augmented reality technology the future is now.
Problem: People don't go to plays due to lack of stunning visuals which they have become accustomed to in film and games.
Solution: Augmented Reality, the marriage of the physical and virtual worlds, is finally coming into it's own with amazing new technologies such as:
Sony smartAR video: (minutes 4:00 to 5:30 especially interesting)
Audience members can use their smartphones or Ipads to view AR theater, but ideally they'd be provided with the upcoming Google AR glasses:
Value is in giving audience a unique interactive experience they can't get anywhere else.
Marketing and Publicity:
AR billboards throughout the city will give people a sample of AR theater.
Aurasma AR billboards: