# Musical at a Mall Thes Latest From Improv Everywhere By lourdes sanchez bayas | Published 2008-03-23 | Unique Source: Trend Hunter, https://www.trendhunter.com/trends/improv-everywhere-redux-hilarious-improvised-musical-at-a-mall References: [lunaticadesnuda.blogspot](http://lunaticadesnuda.blogspot.com/2008/03/hilarious-impromptu-musical-at-mall-by.html) & [improveverywhere](http://improveverywhere.com/) Trend Hunter has covered a number of stunts caused by Imrov Underwear, and the 'Musical in a Mall' is the latest... Improv Everywhere is an unorthodox comedy group based in New York City, formed in 2001 by Charlie Todd. Its slogan is "We Cause Scenes," which the group lives up to by executing non-demeaning pranks in public places. Improv Everywhere has organized and carried out over 70 "missions", from synchronized swimming in a park fountain to repeating a short sequence of events in a Starbucks café every five minutes for an hour to flooding a Best Buy store with members dressed exactly like the staff, to deploying [111 shirtless male shoppers](https://www.trendhunter.com/trends/short-social-films) at an Abecrombie and Fitch store and more. This video features IE "agents" at Baldwin Hill Mall in Los Angeles in what can only be described as a [flash mob musical](https://www.trendhunter.com/trends/chazmo-the-musical) or improvised theater. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 49% | Activity: 87% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Unique](https://www.trendhunter.com/unique) > [Bizarre](https://www.trendhunter.com/bizarre) ## Key Themes ### What Makes This Trend Stand Out - **Improv Comedy:** Disruptive innovation opportunity: Creating immersive and interactive comedy experiences in public spaces. - **Flash Mob Events:** Disruptive innovation opportunity: Using flash mobs as a marketing tool to create memorable and engaging experiences for consumers. - **Non-traditional Performance Spaces:** Disruptive innovation opportunity: Transforming unconventional locations into performance venues to reach new audiences. ### Sectors Adopting This - **Entertainment:** Disruptive innovation opportunity: Incorporating interactive elements into live performances to enhance audience engagement. - **Marketing and Advertising:** Disruptive innovation opportunity: Utilizing flash mobs as a unique and attention-grabbing marketing strategy. - **Retail:** Disruptive innovation opportunity: Hosting immersive entertainment events in stores to attract customers and drive foot traffic. ## Related on Trend Hunter - [Playful Retail Pop-Up Installations](https://www.trendhunter.com/trends/the-joke-shop.md) - [Exaggerated Holiday Displays](https://www.trendhunter.com/trends/wonder-all-the-way.md) - [Mini Musical Productivity Ads](https://www.trendhunter.com/trends/the-big-meeting.md) - [Improv Scene Generators](https://www.trendhunter.com/trends/instant-improv-suggestions.md) - [Festive Airport Pop-Ups](https://www.trendhunter.com/trends/club-holiday-popup.md) - [Next-Generation Mall Campaigns](https://www.trendhunter.com/trends/meet-me-themall.md) - [Experiential Luggage Events](https://www.trendhunter.com/trends/beis-bloomingdales-takeover.md) - [Urban Egg Installations](https://www.trendhunter.com/trends/humansized-egg-installation.md) - [Unique Immersive Theater Experiences](https://www.trendhunter.com/trends/sleep-no-more.md)