It depends on the audience. Speaking only for myself, I find that musical theater evokes the strongest emotional responses, especially when there's movement involved--not necessarily dance as such, but coordinated movement. Think of the One Day More song from Les Miserables, performed by the cast while moving in sync on the turntable.
You've got music, poetry (lyrics), (almost) dance, literature (the overall story), the visual effects of the costumes and any theatrical effects, etc, etc, all in one package.
But someone else might have a more powerful response to a novel. It all depends.