'If you're trying to tell a story, you don't want the audience deciding where it should go, that's why you have a director and producer.' In saying this, Bran Ferren, the former head of R&D at Walt Disney Imagineering, nailed the primary reason why immersive creators must evolve past the mentality of storytelling: the “telling” of a story delivers a controlled sequence to a passive audience. In immersive mediums, the audience may affect what they see, where they go, or how events transpire in a way that is outside of a storyteller’s control. The conflict between “telling” and “experiencing” goes back to the origins of classical and computational mediums.
From 📝The End of Storytelling by Stephanie Riggs.