It’s Saturday night, and the quintessential question that proves to be the backbone of any thriving and coexisting relationship suddenly strikes: What should we do tonight?

There are the usual suspects of bars, restaurants, movies, video game arcades, and the like, but people ultimately want to have new, special and engaging experiences—and share them, too. That is the impetus of Two Bit Circus, a venture-backed circus that has a fine eye on old-school showbiz paired with contemporary immersive experiences.

“Consumers now want to have an experience unlike anything they’ve seen, or had before,” said Eric Gradman, co-founder and chief technology officer at Two Bit Circus. “They want new and novel experiences. And they want to have a social media takeaway to share with their friends.”

Gradman, a self-professed nerd who spent his ‘20s wearing every hat in a travelling circus, is now combining his creative juices to blend physical and digital play, the interactive artist told attendees at the [a]list summit at the W Hotel in Seattle on Wednesday.

With an eye toward searching for opportunities to share everywhere, Gradman and company came up with the social immersion game Story Room, which was introduced at the Dave & Busters the Great America in the Mall in San Jose, California. The in-real-life-installation brings six-to-eight players together to experience something that’s a TV episode, video game and interactive theater experience.

Two Bit Circus, which secured $6.5 in funding last year and has already been named as a top startup to watch, is also proving to be a full-service pipeline in virtual reality with haptic platforms via Steam Carnival.

Two Bit Circus has been instrumental for such VR showcases for IndyCar and showing users what it’s like to drive really fast, as well as 360-degree projects with the NBA and Samsung and the U.S. Olympics Committee’s “Road to Rio” series. They were also front-and-center at Super Bowl XXLV last year in Arizona by presenting over 30,000 attendees a full immersive experience of what its like for an NFL player to ply their trade on the gridiron.

“We’re building stuff no one has ever seen before,” said Gradman. “Bringing those experiences to people is my dream. We want to give them another choice.”

This marked the twelfth installment of the [a]list summit, which emphasized a frontline marketing approach. The summit featured keynotes from Paul Peterman, global marketing solutions for Facebook, Activision Blizzard Media Network senior vice president and MLG co-founder Mike Sepso, and Ruth Yomtoubian, director of AT&T Foundry.