You know the way it goes now: a mysterious Instagram account pops up and soon everyone is talking: is it an ARX? Part of another show? A real cult?

Sometime all you really want is for it to be a show. A thought out, stylish, immersive production. Which is the promise behind In Another Room, a ghost story intended for three people at a time that quickly sold out its intital run here in Los Angeles — all without anyone seeing a scrap of the production. (Don’t be bummed about missing out on tickets, more on that at the end of the story.)

We reached out to the creators, E3W Productions, to get more information about the show, and co-creator Aaron Keeling reached back.

No Proscenium: In Another Room appears to be a pretty intimate show, with just three guests for each performance: does this mean this is an extreme horror experience or something else altogether?

Aaron Keeling: This is not an extreme horror experience. In fact we would hesitate to call it a horror experience at all. While ‘n Another Room is firmly entrenched in the horror genre and explores themes, settings, and atmospheres that are most certainly creepy, the purpose of the show is not to scare the audience. Our show is definitely more of an emotional journey within an eerie framework. We took all the things we love about haunted houses and ghost stories and pushed beyond the scare factor to tap into the emotional core. It is definitely a part of the horror genre, but that doesn’t mean it has to be scary. We want this experience to be accessible to those who are not comfortable being scared, while also appealing to those that are.

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NP: You chose to start putting out pieces of the story on your Instagram account at first, leading a few people to wonder if this was an alternate reality experience. Now that folks know that this is a show, what should they be looking for between the lines there?

AK: There are no puzzles to solve in the images. But Morrow’s research on the house is extensive, especially the comprehensive death list compiled in the Official Record of Reported Incidents. It is difficult to predict what one may experience when entering a purportedly haunted space, but it is very likely that our volunteers will make contact with a number of these souls within the walls of the house.

NP: What inspired you to work in the immersive format?

AK: Honestly, it’s just been experiencing all the amazing immersive content happening in Los Angeles right now. Our background is in film, and after completing the distribution process for our feature we were all a little burned out and unsure of what to do. But after seeing a number of awe-inspiring and artistically moving immersive performances, we decided to give it a shot. We had been going through a bit of a creative slump over the past few years, and this project has really lifted us out of that place. It’s been incredibly inspiring and creatively fulfilling so far, working with such talented artists, actors, and friends to bring this passion project to life in a medium that is new for us. Though we’ve only known about the world of immersive theater for about a year, we deeply love this method of telling stories and creating experiences. We hope that love shows in the final product, and we hope to continue to explore new stories with all the excitement, innovation, and discovery the immersive format offers.

NP: Is the house really haunted?

AK: The three of us are basically afraid of everything, and we’re pretty sure that every place we ever enter is haunted. That being said, you’ll have to come out to the house and see for yourself what kind of unexplainable phenomena is afoot.

NP: Who are E3W Productions, and what experience do you bring to the table?

AK: E3W Productions is the creative team behind the critically acclaimed indie horror film The House on Pine Street. The team is made up of twin brothers Aaron Keeling and Austin Keeling, and Natalie Jones, best friends since middle school. We’ve always been intrigued by the horror genre and what it has to offer beyond just scares. While most of our background has been focused on film, ‘In Another Room’ represents an expansion into new and exciting territory, a chance for us to explore our love of ghosts and hauntings and all things eerie in a completely unique way.

Tickets for In Another Room‘s August run did sell out in a flash, but Aaron wants people to know that they are putting together a mailing list for those who are interested in any slots that open up: e3wproductions@gmail.com.