"All the world's a stage and its people actors in it"--or something like that. Who the hell said that theatre stopped at the orchestra pit--or even at the theatre door? Why is not the audience participants in the theatrical experience, including the story itself?
This film was a grand experiment that said: "Hey! the story is you and it needs more than your attention, it needs your active participation". "Sometimes we bring the story to you, sometimes you have to go to the story."
Alas no one listened, but that does not mean it should not have been said.