Theatres Use Technology Cautiously to Avoid Losing the Art Form

To use technology or to not, that is the question theatre producers are facing as the digital age progresses and audience numbers decline. The benefits and dangers of integrating technology into the craft has been an ongoing debate in the theatre community for years. Even theatre artists who dabble with using technology are skeptical to completely jump on the digital bandwagon for fear of losing the art's pure form.

Theatres Universally Recognize Technology as an Essential Marketing Tool

A survey completed by the National Endowment for the Arts reports the majority of theatres are using their websites and social media outlets to promote and increase audience engagement. Theatre J’s Director of Community Outreach and New Media, Molly Winston cultivates audiences by using numerous technologies including a comprehensive website, Facebook, Twitter, Flickr and a Wordpress blog. Winston shares the process of their blog and its effectiveness to promote their productions and generate audience involvement.

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Digital Devices Involve Audience in Play Writing Process

Generous Company founding member David White utilizes clicker technology in a unique capacity to enable collaboration between playwrights and audiences. Before a performance, select audience members are given electronic devices. As the play unfolds without interruption, they answer their given question via the device on a scale of 1 through 9. When the answers are graphed, they illustrate the audience’s perspective at different points of the play. The data collected allows playwrights to confirm if they are clearly conveying their message throughout the production. White explains how this technology opens up a new realm of how playwrights receive audience feedback.

Mobile Technology Used to Introduce Younger Audiences to Classic Theatre

A trend dubbed “Tweet Seats” involves theatres catering to the mobile generation and their need to constantly tweet. These separate sections allow patrons to post updates throughout performances without disturbing other audience members. The trend is met with mixed reviews, but could be seen as an opportunity to connect with a new generation. When Towson University Professor Peter Wray directed the17th Century play The Misanthrope, his goal was to make the classical piece accessible to a younger audience. Setting the piece in present day Hollywood, actors tweeted with each other on stage between their lines, mirroring how the mobile generation connects today. Wray then encouraged the audience to tweet to the actors during performances, but added a catch.

Overuse of Technology Could Interfere with Theatre Audience Experience

Establishing a connection to the audience is paramount to a successful theatre experience. White and Wray both integrated technology into their productions, but agree that overuse can create distance and overshadow theatre’s ability to connect with people on a deep, emotional level. Artist Director of the Acting Company, Ian Belknap believes that technology excludes audience members from significant moments, he argues, “The essence of drama is two people that think they’re both right and want different things. Technology fails to create shock, awe and conflict.” On the other side of the debate, former Facebook Marketing Director, Randi Zuckerburg presented ideas at the TEDxBroadway event on how theatres could utilize technology to grow their audiences, such as live streaming performances at a lower cost. In response, Winston observes that technology cannot replicate the intrinsic value of experiencing live theatre in person.

listen to ‘Molly Winston says technology can disconnect the audience from theatre experience’ on Audioboo

The debate of whether or not to infuse technology into theatre will forge on for years due to the constant struggle between technological innovation and artistic integrity. It will remain to be seen if the pure art form of theatre can survive the digital age.