This paper aims at a development of a system which generates theatrical effects fitting to adjectives representing producer's impressions of story scenes. The system generates music, lyrics, and lighting patterns based on impressions of story scenes using the models representing relations between impressions and three media in order to convey producer's impression of a story to audiences. Three types of subject experiments are performed to verify the usefulness of the system. The first is the evaluation from the viewpoint that the system generates theatrical effects fitting to story scenes appropriately or not. The second is the evaluation from the viewpoint that the system generates theatrical effects giving producers and audiences the same impressions of generated theatrical effects or not. The third is the evaluation from the viewpoint that the system generates theatrical effects making a story more interesting or not.