So... This is entirely based on speculation, but I've known for a while this would be fairly small.
The first 10 minutes is looking at props in a room and asking a curator questions about what the props are.
The second 10 minutes is walking around an area the size of a living room with a VR headset on that mimics going through a portal.
The final 10 minutes is an escape room (which is typically 60 minutes itself elsewhere). Structurally, it's likely a recreation of the first room (or even the same first room) where you have to remember what you were told before the VR section in order to get out. Ironically, clever guests will likely get out in less than 5 minutes thus shortening the entire experience. The curator likely gives you the solution at ten minutes to "save" you.
This will very likely be a love it or leave it thing for most people. It'll like be way more interactive than less-researched guests are expecting, since they've been advertising it as a "VR Experience" and not a interactive escape room with VR. All that's going to do is really slow things down. These sorts of things thrive on engaged participants playing and interacting with each other. I'm not sure if the typical HHN goer, who has only ever experienced a passive haunt, will be prepared to enjoy something so active.
This could be a disaster in the making...