Theatricalization

In its most usual meaning the verb theatricalize (or theatricalise) and its derivatives (theatricalized, theatricalizing, theatricalization, etc.) broadly mean to put a story or idea into dramatic or theatrical form, i.e. to "dramatise"; or it can also be used metaphorically, referring to attempts to express or represent something in a spectacular or extravagant "theatrical" manner (possibly for propaganda or marketing purposes).[1].

See also Theatre, Theatrical event, Eventification, Performance, and Theatrical system.

https://en.wiktionary.org/wiki/theatricalise

http://dictionary.reference.com/browse/theatricalization