Place can shape and influence audience behavior during a performance. This is especially noticeable in the site-specific immersive theatre model, where the performance occurs in a non-theatre setting and audiences have an active role. In this article, we argue that ‘place schema’ – a term from the interdisciplinary field of environment-behavior studies – provides a conceptual framework for better understanding audience behavior within immersive theatre environments. We know how to behave in a theatre building because we have codified experiences regarding the environment in our minds called place schemata. They help us process spatial information, predict what is likely to happen, and decide how to take action accordingly. However, if this spatial information does not match the ‘theatre schema’ we have in our minds, as is often the case in an immersive theatre setting, we would need to update our existing schema. In this article, we examine Punchdrunk’s Sleep No More (2011 New York production, which is still running) to evaluate how audiences carry the behavioral rules of traditional theatre schema into immersive theatres and consider how expectations, roles, and rules of place influence the relationship between the audience and setting.