Phys.org (08/14/20)

Research from the U.K.'s University of Exeter indicates that digital transformation will be critical to the theater industry's survival during the coronavirus pandemic, given people's willingness to pay to see shows online. About 66% of respondents to a new poll said they would purchase tickets to watch a live Zoom stage production at any time, even when theaters were reopened. They added that engagement in Zoom performances created a sense of community and offered the opportunity to do something with friends and family, while also reducing feelings of isolation and loneliness. Most study participants expressed a desire to see an adaptation of a well-known play or novel, but a similar number also said they would be interested in watching new work. "Although efforts to provide free art content during lockdown has been appreciated, we need to ensure this doesn't become a substitute for audiences paying for tickets," cautioned Exeter Professor Pascale Aebischer. "This creates jobs, new productions and ensures freelancers — who make up around half of all staff in the industry — can continue working in the industry. While many in the industry are focusing their efforts on bringing back physical performances in outdoor settings, with winter approaching and the threat of further lockdowns, the ability to switch rapidly back to a digital mode of performances will be ever more important to the survival of the industry."

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