A little more than a year after teaming up with experiential firm Blue Revolver on technology for virtual events, Michael Sugar’s Sugar23 has bought a stake in the company.

Terms of the investment were not disclosed. Principals in the deal told Deadline it is intended to help deliver more multi-faceted and immersive offerings as the media and entertainment industry emerges from the long shadow of Covid-19.

“It has become clear that a growing audience, especially in younger age ranges, really values experience,” Sugar told Deadline in an interview.

Sugar23 was founded in 2017 by Michael Sugar, who is known as an Academy Award-winning producer and talent manager with credits including SpotlightThe OA and The Knick. The company’s activities span content creation, books, podcasts and e-gaming, with projects including Dickinson for Apple TV+.

Blue Revolver, founded by Bree McAlister, works with clients such as Netflix, Disney, Nike, AT&T, Disney, Apple/Beats and Live Nation, specializing in activating the five human senses. Its recent projects for Netflix have included creating a setting tied to the premiere last spring of animated film Mitchells vs. the Machines, an experience featuring actual robots interacting with guests.

“We want to create joy through these one-of-a-kind experiences,” McAlister said. In emphasizing multi-sensory approaches, she noted food can often be a critical element, especially when it is not just added on the side but made a thematic centerpiece.

More at Deadline.