Does locality make a difference? Assessing the effectiveness of location-aware narratives

► Tests the assumption that coupling physical space and narrative increases immersion. ► Forty-five users experienced a narrative in three locations: original, same atmosphere and random. ► Locality lead to higher immersion in the story and mental imagery. ► But not heightened presence, emotional involvement and memorability of story elements. ► Same atmosphere may set the conditions but not result to so-called magical moments.