Ringling Bros. show “Out Of This World” uses ice, a narrative and visual effects to attract a new generation to the circus.

This is the first new show since Ringling Bros. retired its iconic but controversial elephants in May 2016.

The show is produced by Alana Feld, daughter of billionaire Kenneth Feld, who owns the circus and other live shows.

In a dark arena filled with expectant families and the smell of popcorn, colored spotlights suddenly pierce the darkness, illuminating skaters gliding across an arena floor speckled with lights to make it look like a starry night sky. It’s opening night at Ringling Brothers and Barnum & Bailey Circus–and at first, you might not even realize you’re at the circus.

Ringling Bros’ newest show “Out Of This World” officially premiered at the Staples Center in Los Angeles on Thursday night. It’s the culmination of two years of work by “Out Of This World” producer Alana Feld, who is the third generation of Felds to run the circus. Her grandfather Irving Feld bought the circus for $8 million in 1964, and her father Kenneth Feld expanded the circus into live entertainment empire Feld Entertainment, which has made him a billionaire. Now, after running Ringling Bros. for more than 50 years, the Feld family is “reinventing” the circus to recapture the interest of today’s entertainment-saturated kids.

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