Belle of the book ball: Book Tok drives demand for immersive fantasy events among younger users
CNN
Whether you’re an inveterate fantasy lover who has attended a dozen conventions, a lifelong LARP-er, or a voracious reader who has found it difficult to leave your favorite characters confined within the pages of a paperback, these event planners promise you a night of wish fulfillment, community and escapism from everyday concerns.
Social media has always peddled a fantasy, from lavish vacations to perfectly plated entrees to airbrushed selfies. But some entrepreneurs are using social media to sell a more literal fairytale, promising a night of wish fulfillment for anyone who ever dreamed of living in another world. Over the past two years, a wave of new companies has started hosting fantasy-themed balls, masquerades and similar immersive events for adults, benefitting from a combination of post-pandemic Millennial and Gen Z consumers eager to spend money on experiences and the popularity of romance and fantasy books on platforms like Instagram and TikTok. Some events expect participants to fully commit to a fictional character and follow a specific storyline. At others, attendees dress up in fantasy-themed costumes and mingle with character actors. Tickets range from $60 for one night to thousands of dollars for multi-day group getaways. Seizing a niche of the global events industry, which Allied Market Research projects will grow to $2 billion by 2032, these companies are promoting their events almost entirely on social media and reporting a windfall in sales numbers mostly from people in their 20s and 30s. Immersive fantasy experiences aren’t new. Disney and Universal offer families a foray into fantastical worlds to the tune of billions of dollars in revenue. Dungeons & Dragons has been a tabletop classic for five decades. Conventions like San Diego Comic Con and Dragon Con draw legions of science fiction and fantasy fans. And every year some 200 Renaissance fairs are held across dozens of US states and Canada, where participants come dressed as knights, jesters, damsels, pirates or even goblins, wizards, witches and fairies.
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