Immersion exists on many different levels. If you read a book and at some point you no longer see the letters, but are sunk in the story, then the medium that provides the entrance virtually disappears. It's similar with other arts. Theatres did this early on by trying to completely darken the auditorium. In opera, the orchestra disappeared into the orchestra pit. They tried to generate this illusionary effect, the suction effect, through the architecture as well. In the meantime, immersion is desired on all levels. Advertising is trying to hijack this for itself. That's why immersive art ideally has two sides: one is the great experience, the holistic sensation, and the other is the criticism of immersion, which all too easily makes us forget what the frame is and accordingly has a manipulative dimension.