But Icelandair is trying something new: An 11-hour immersive theater production took place last week on a flight from London to New York, with an on-the-ground bonus performance during the layover in Reykjavik.

“We’ve made theater in unusual places but never made a show that started in one country, bounced to another, and ended up in a third on the same day,” said Kate Hargreaves, Founder of Gideon Reeling, the London-based theater company that helped develop the program.