Inspired by the scary film franchise, playwright Levi Holloway and Punchdrunk maestro Felix Barrett are bringing the ‘bizarrely joyous’ world of terror to the stage

Malevolent spirits be damned – theatres can be haunted simply by the memory of bad plays and perhaps unscary horror in particular. The last time London’s Ambassadors theatre aimed to give audiences the shivers, with The Enfield Haunting, it led to some frightfully poor reviews. But a couple of years later, this intimate West End playhouse is hosting Paranormal Activity, a new instalment in the franchise that was kickstarted by a low-budget supernatural movie about a couple plagued by inexplicable nocturnal noises. “Hold your nerve” runs the play’s tagline – a directive you suspect applies not just to the audience.

Arriving at the theatre on the day of the first preview, it’s not creepy bumps and thuds that echo through the building but whizzing drills, sound checks and the last-minute discussions of a crew with a deadline. Perched in the dress circle bar, US playwright Levi Holloway and director Felix Barrett (best known as the founder of immersive theatre specialists Punchdrunk) are discussing how rarely they have been frightened in the theatre.

Punchdrunk Enrichment Stores, London
This gentle and generous piece of immersive theatre combines captivating storytelling with moments of wonder

We’re on our way to see Fireside Tales and my five-year-old son, Benji, is full of questions. Will the fire be real? Where will we sit? Luckily, it doesn’t take long for Benji’s anxiety to settle. Punchdrunk Enrichment’s new show has, like its predecessors, been created with schools, communities and children in mind. It’s a gentle and generous piece of immersive theatre – one that often, quite literally, takes the children by their hands and invites them to become part of the story.

To start off, we’re invited to browse the “bookstore”, crammed full of intriguing trinkets to touch and play with. Anxiety quelled and curiosity piqued, it’s time to enter the Punchdrunk Enrichment store where the show proper begins. And what a store it is, designed with immaculate attention to detail by Mydd Pharo. The shelves spill over with quirky objects; clusters of feathers, boxes of globes, bundles of photos, twinkling lava lamps and dusty typewriters.