Stage managed moments don't have to be extravagant. Just as the stage is miniature, so often too is the context or interaction. Even a small rollOver can have drama, if it's well handled. Multimedia is full of this kind of dull or dramatic micro-event. It's an over-arching sturcture to hold everything together, but the emphasis is on what happens during the actual performance, particularly on improvised action and moments of audience exchange.
Multimedia can work in a similar fashion.
Using randomness, it's possible to juggle elements in your piece so that user's get a slightly different experience each time they go through. This is hardly improvisation, but it is certainly an attempt to tailor the event to the user, and to lend their experience a sense of novelty. The animal exercise show animals dir.