Love a TV Show? Now You Can Live It.

On a sun-nuzzled morning in Los Angeles, 25 people filed into a narrow, windowless room. They were about to participate in “Squid Game: The Trials,” an interactive experience based on the popular, dystopian Netflix franchise.

A South Korean series about an indebted man who enters a deadly tournament, “Squid Game” was a surprise hit for Netflix two years ago. In November, Netflix released a companion reality series in which 456 players competed, less lethally, for a $4.56 million prize. Now anyone with $39 — or $99 for a V.I.P. pass that includes parking and coat check — can play along in real-time. A ticket is an entree to a 70-minute roundelay of dire versions of children’s playground games, with Korean snacks, claw games and shopping to follow.

The original “Squid Game, ” a savage anticapitalist satire, delights in blood sport. The reality version, though gentler, takes a dim view of human nature. But in the rooms of the interactive experience, housed on the former soundstage of “The Price Is Right,” the mood was cheerful, even giddy. “Squid Game” fans — dads and sons, friend groups, couples, a grandmother celebrating her birthday — thrilled to each callback and Easter egg. Many of them had come in tracksuit costume. Once the trials were complete (the grandmother had won, via light cheating), they happily browsed the snack stalls.

Some players came to “Squid Game: The Trials” in tracksuit constumes.Credit…Jamie Lee Taete for The New York Times
The event was held in the former home of “The Price Is Right,” but its games were much gorier.Credit…Jamie Lee Taete for The New York Times

“Squid Game: The Trials” is the latest in a trend of immersive experiences designed to lever an imaginary world into our real one. Referred to as brand activations or brand experiences, these events transform television shows (and films and sometimes consumer products) into multidimensional happenings.

“It’s moving and it’s organized and it’s becoming a lot more expected,” Fri Forjindam, whose company Mycotoo specializes in immersive design, said of the trend.

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