02/02/2010
'Through new digital technologies the performing arts have an exciting opportunity to reach wider audiences and generate new revenue streams.'
A new era of digital theatre beckons, where performing arts organisations are able to reach wider audiences, and in new ways according to new research from the National Endowment for Science, Technology and the Arts (NESTA).
The research is based on audience surveys from the National Theatre's evolving 'NT Live' pilot season which broadcasts live theatre productions by satellite to cinemas across the UK and the world.
In June 2009 NT Live drew a staggering 50,000 viewers to the live cinema broadcast of Raciné's Phèdre, starring Helen Mirren. The results of the survey shows that the pilot was an overwhelming success, with eighty nine per cent of cinema audiences saying they plan to attend more live cinema screenings in the future. Perhaps surprisingly, cinema audiences also felt more emotionally engaged with the performance than they had expected, to an even greater degree than their theatregoing counterparts.
NT Live also reached out to those who don't live within reach of the National Theatre. Nine out of ten said that proximity to the cinema was an important factor in their decision to attend. The existing relationship between members of the public and their local cinemas also played a role in drawing people in to the cinema screening, with half of them having found out about the performance through the cinema where it was being screened.
Further results show that 35 per cent of cinemagoers cited curiosity about seeing a live theatrical broadcast as their main reason for attending. Having watched the broadcast, a third (30 per cent) stated that the experience had made them more likely to attend another theatre in the future and 37 per cent said that they were more likely to attend the National Theatre in the future.
The results also challenge the view that consumers only demand access to experiences 'anytime, anywhere'. It seems that in the case of theatre, 'live' remains a major attraction. 84 per cent of cinema audiences felt real excitement because they knew that the performance was taking place live and almost half (48 per cent) said they would have watched a live streaming online had it been available.
Further results indicate that the experience drew in lower income audiences. A quarter of those watching the performance at the cinema earned less than £20,000 a year, compared to 16 per cent of the theatre audience. Only 13% of the cinema audience had incomes over £50,000, compared to 26% of the theatre audience surveyed for Phèdre.
Jonathan Kestenbaum, Chief Executive of NESTA, says: 'Through new digital technologies the performing arts have an exciting opportunity to reach wider audiences and generate new revenue streams. This is a prime example of how new technology can help change the dynamic of a traditional sector, bringing benefits to all.'
David Sabel, Head of Digital Media at the National Theatre, said: 'We're delighted to be working with NESTA on this exciting new initiative and are pleased to see that NT Live has had such a positive impact in taking our work to wider audiences.'
These interim research results will be presented at a workshop at NESTA on Tuesday (2nd February) by Hasan Bakhshi, Director, Creative Industries, NESTA.
For further information, please contact Jan Singleton on 020 7438 2606/ jan.singleton@nesta.org.uk
About NESTA
NESTA is the largest independent endowment in the UK. Its mission is to support innovation to drive economic recovery and solve some of the UK's major social challenges. NESTA is a world leader in its field and is in a unique position to promote innovation through a blend of practical programmes, policy and research and investment in early-stage companies.
About the research
Two online survey exercises were conducted to compare the cinema audience with the 'traditional' theatre audience for the same play. 1316 complete responses for cinemagoers were collected and 1216 responses for theatregoers.
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