March 9, 2025 – Technology… we love it, we hate it, but we all have to live with it. But what happens when the displeasure of a loading screen or censorship become the least of your worries? What happens when you get an AirDrop of threatening memes from an unknown source? And what if that mysterious person finds your family and threatens their lives? You probably wouldn’t go into public with AirDrop open to any scammer to slither into, but not everyone is so aware. “DROP” is a Blumhouse production that is all about that scenario. And we had the opportunity to create an activation for it.

What we did

Eleven actors from American Immersion Theater performed for 12 groups of 20 for the premiere event of DROP. SXSW premium access members were thrust into the prying eyes of a villain played by our very own Molly Rose. After descending into the basement of Tiger Lily in Austin, TX , guests were greeted by an undeniably disgruntled bartender (portrayed by Cameron Addams) who served them drinks with a frown. Once everyone was in place, a restaurant manager (played by AIT founder, Scott Cramton) ushered guests into the activation space.

Each table was host to planted actors who played a handful of victims in the story. And, once everyone was seated and enjoying their waters, guests began receiving ominous memes demanding they comply to any instructions given… or else. Without giving too much away, someone dies (surprise, surprise), and the 20-minute-long experience ends with a police officer directing guests to leave the room.

Sad that you missed out?

DROP will premiere nationwide on April 11th, 2025 in theaters. But, in select theaters, we will be recreating the activation for you and your friends to enjoy. American Immersion Theater will be forever grateful to Blum for helping us create such a captivating event. We can’t wait for your to join in on the fun.

Scott Cramton
Restaurant Manager

Anessa Ricklefs
Waitress

Cameron Addams
Bartender

Emma Sheridan
Plant 

India Palmer
Plant 

Kurtis Williams
Pianist

Laurie Long
Doctor

Michael Darling
Plant Target 

Molly Rose
Villain

Nikki Kimbrell
Plant 

OT Mitchell
Police Officer