RSC Phone Interview

I managed to speak to Laura McMillan, from the Marketing Department, over the phone. I asked her some of the questions I had prepared earlier, and also to try and see if I could get a bit more perspective on my idea/ project in general. I will highlight the main points of the interview that proved most interesting.

Click HERE for the full transcript of the interview.

Q 
Are the theatres actively trying to use these new platforms and technology to attract the younger generation?
A 
Absolutely! Theatres have to get Arts Council Funding. They hit targets of getting a certain amount of young people in.
This generation will become their members in 5, 10 or 20 years time. They bring in the revenue.

Q
What new tech have the RSC used/ will use?
A
Attempted QR codes and augmented reality but it didn't really work.
We did lazer imaging on the building and that went down really well (video mapping). We are looking to use that on the inside of the theatre as well.
We had an interactive word installation, you touched a word and it would expand.

Q
The online platforms and new technology loses that element of performance and live action of the theatre. How do they maintain the theatrical appearance and feel?
A
About giving people a taste of what theatre could be like.
For people that wouldn't necessarily come to the theatre.
It's easier to view the trailer so you can connect with people that way.
It doesn't need to have anything to do with the theatre. It's literally just to give you a feel for what the show is.
Anything that is more interactive is really popular.

"You are never going to completely translate the experience of theatre no matter how much money you spend. The important thing is to go the other way and say "look, we know you're not going to be there, but this is the experience and you're going to love it.""

Q
Which age range is your priority at the moment? Teens at GCSE or young adults?
A
The slightly older ones because they have more disposable income, they likely to come with their friends, by a drink, go to the show.
We wouldn't target the GCSE group, we would target their schools.

Q
Tried using projection outside the theatre?
A
We had the trailers playing outside on the big screen. Taking the to play on large screens at the London Mela.