I'm going to this tonight, their new opening night after Hurricane Matthew forced them to cancel last weekend. It's by the same company that did When Shadows Fall this year and is designed as a sequel to that, albeit as an "extreme house" experience rather than a 2-hour roleplay/immersive theatre thing.
As for personalization, after buying your ticket you get a chance to let them know a little more about you. Your greatest fears and darkest temptations. Even your Facebook profile. And they fully intend to use that against you.
