The Future of Augmented Experiences in Theaters and Concert Halls
ISSUE 3
By Marco E. Bruscoli, Scholar-in-Residence, WolfBrown
Throughout history, technological breakthroughs have opened up arts experiences for new audiences, from the spectral illusions of “Pepper’s ghost” (mid-19th century, the antecedent to contemporary holograms) to theater binoculars/opera glasses, projected supertitles, seatback caption displays, and now smartphone apps.
At every step, new technologies have been rejected as disruptive and antithetical to the live experience. Despite the best efforts of ushers, house managers, and sometimes artists, it seems increasingly impossible to stop audience members from using their phones during live performances. With digital natives now entering the marketplace for live arts programs, we are on a crash course with the expectations and norms of the next generation of theatergoers. How can nonprofit arts organizations safeguard their cherished norms of distraction-free experiences while embracing a new generation that expects increasingly immersive, interactive, and mediated experiences?….
