Digital Product Innovation in the Performing Arts Understanding the Impact of Digital Developments on Theatre Audiences

Abstract

Digitalization is spreading around the cultural sector and theatres, orchestras, ballet companies and opera houses are steadily under pressure to embrace technological innovation. The aim of this thesis research is to shed light on how a specific segment of theatre stakeholders – and namely audiences – are experiencing and reacting to these forms of technological innovation in theatre products. The first part of the research focuses on a literature review which explores significant contributions in the field of innovation, providing an overall framework on cultural innovation definitions and classifications. A large conundrum of possibilities emerges from digital innovation, since the experience of live performance has been integrated with digital add-ons or it has evolved toward a fully digital dimension. The second part of the research focuses on a specific project developed by the Carichi Sospesi Association, a small performing art center in Padua. “Arti Digitali” was born with the aim of exploring new dimensions of digital theatre. The work addresses the following research question: how are audiences experiencing new digital theatre products? The methodology applied includes the analysis of audiences feedbacks and responses collected through questionnaires and one-to-one interviews. The analysis is conducted over three performances that included – beyond the traditional experience – also a digital fruition, both in presence and for a homebound audience.