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The Key to Lockdown Theatre Success

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The Key to Lockdown Theatre Success THE KEY TO LOCKDOWN THEATRE SUCCESS How theatres can earn and interact with their audience through pay per view events A white paper from TicketCo Media Services by Simon Baker of Wise Children and Jessica Goodfellow of TicketCo Media Services Introduction Pay-per-view events are no longer a small niche. They are mainstream. Lockdown theatre has removed the physical limitations of theatre and opened up for a huge global audience. We have seen audience numbers for productions outnumber theatre capacity by several hundred percent. We are witnessing new revenue streams, and we are seing theatres reconnecting with their core audience as well as building new and valuable relations. Digital pay-per-view events is a great remedy for theatres who are eager to reconnect with their audience during the pandemic. But what is the success recipe? Where do you start, and what do you need to take into consideration if you want to go digital? These questions were the base of a webinar hosted by TicketCo Media Services in January 2021, where TicketCo’s Customer Success Agent Jessica Goodfellow discussed relevant aspects of streaming with Wise Children’s Technical Director (and recent winner of the ‘achievement in technical theatre’ award at The Stage Awards) Simon Baker. The webinar was a huge success, and it created a remarkable engagement across the theatre industry in UK and abroad. It also caused a wish for a transcript, as the many key takeaways presented by Jessica and Simon during the webinar should be on every theatre manager or producers desk. So here they are. Please enjoy this written webinar adaption of how theatres can earn and interact with their audience through pay per view events. Starting From Scratch Live streaming over the past few years has become a major issue in our entertainment consumption. The evolution of technology has changed how people perceive entertainment as users, and has also changed how they are distributed by production companies, media houses and independent entertainment outfits. Streaming creates an entirely new avenue for anyone who makes content. The success of major platforms like Netflix and Amazon Prime seemingly act as a blueprint for most to follow; however, this streaming ecosystem is out of reach to small and independent outfits who struggle to take advantage of it. Simon Baker, Digital Producer of Wise Children, had no clue how to go about streaming but quickly realised the general perception about streaming held by the public is that it requires a lot of capital and technical know-how. It is easy to understand how this became the generally accepted standard. Netflix, which shall be continuously referred to due to their success, practices a policy that sees them pay the top dollar for every employee working for them. The vast disparity between a company with a billion-dollar valuation and small-time startup not only affects the ease of doing business and attaining respective objectives, but with a dire lack of information, hinders others from wanting to give it a try as well. It becomes apparent that the Netflix module is not the way to go, and there is a need for a service that democratises streaming effectively. Services like Twitch provide a great model for how streaming can be democratised effectively; it becomes apparent that the issue is not the lack of technology but one of application of technology. Twitch sees millions of watchers daily viewing thousands of Twitchers streaming from their home, offices, game rooms with minimal equipment: a webcam, a headset with microphones and a great looking backdrop. Twitch's success makes it clear that you can host a livestream with most of the things you already have. Microsoft had seen the potential in streaming and enticed by the prospects had purchased for Mixer. Film, movies, games, concerts, shows and events; streaming is possible for everyone. Simon highlights that it was during the first lockdown period when he discovered Twitch through his son, who had spent hours watching people play Minecraft from the comfort of their rooms. Coming to this realisation, Simon decided to test the Livestreamwaters, starting from scratch. Pay Per View: Creating Paywalls The film and gaming streaming ecosystem appear to be two sides of the same coin, primarily working on the same technology, although they serve users quite differently. While film streaming is undemocratic and requiring high capital investment from its entrants, it makes its value proposition clear. Netflix, Amazon Prime, Disney Plus, and Apple TV have a clear way of putting a value on their services. Most film streaming services are subscription-based whose content is only accessible to paying users. On the other side of the coin, is the game streaming ecosystem. Users can enter the space with minimal equipment and low financial commitment; however, its module seems to trade off profitability for democracy. With a large percentage of streamers relying on tips and product placements, the ecosystem makes for an unpredictable and unreliable way of valuing content. For businesses like Simon’s, it became apparent that to succeed in streaming it is essential to find a responsible way to add a paywall to content in a way that places value on the content it provides, supports it, and aids its growth. Finding the balance or rather finding the right technology for this is what Simon tried to work out. The precarious loophole between democratising streaming and earning from it is one of the major problems faced by small businesses and production companies that have seen the potential in broadcasting streamed content. For businesses like Simon’s, it became apparent that to succeed in streaming it is essential to find a responsible way to add a paywall to content in a way that places value on the content it provides, supports it, and aids its growth. Finding the balance or rather finding the right technology for this is what Simon tried to work out. The precarious loophole between democratising streaming and earning from it is one of the major problems faced by small businesses and production companies that have seen the potential in broadcasting streamed content. Small businesses and theatre outfits working with a host of elements to provide content cannot afford to stream their events for free. Questions are asked by licensing partners, rights holders and board members about getting it right. Netflix buys off rights and commissions directors and writers; smaller companies cannot afford to do that. They have to find a way that allows everyone to earn without bearing any extra financial burden, and that is where Pay Per View comes in. Simon found his answer in TicketCo, which provided him with a convenient way to broadcast his stream while using a paywall. It allowed his viewers to purchase tickets for his stream and tune in just in time to enjoy the content they provide. One of the many joys Pay Per View as offered by TicketCo is that the service to the broadcaster is also pay-as-go. There are no initial set up costs or lengthy contracts. TicketCo offers an easy way to paywall your stream. How TicketCo Supports Simon Baker was relieved in finding TicketCo and the solution they provided for his business. Here are some of its best features, as highlighted by Simon. • TicketCo allows users to create events • It provides tips on communication with your audience • It is run with a human touch as TicketCo provides you with people to walk you through every process of your livestream. • Its Pay Per View module is what makes it convenient. No need for trials. Cash flow is one of the questions asked by small businesses. Capital impedes embracing new technology; however, with TicketCo event organisers and theatres have little to worry about if they want to harness the streaming technology available today. TicketCo provides its customers with a comprehensive welcome pack that makes it a bit easier for first-time streamers to begin a monetised and controlled streaming experience. It offers long-time streamers a structured way of earning while providing everything they love about streaming. Setting Up: The Production Element The production element is one of the most daunting aspects of streaming. A product is not meant to just serve its customers in a bid to generate revenue; it is meant to give the customer all the knowledge it needs to harness the technology that it offers it. A nail gun is better than the hammer; it is way more efficient and way less stressful, however, if you don't know how to use it, it might as well just serve as a prop in your garage. How Simon Baker Did It Simon had made it clear what he wanted to achieve with Wise Children through Livestream and finding TicketCo allowed him to effectively sell tickets online for his show. However, this did not eliminate the fact that the show had to be made, and he had to serve his audience with quality production content if they were to come back again. Simon did not want to work with film or TV production companies; he had resolved to work with what they already had in order to achieve the best possible results. Working with a budget of £15,000, Simon effectively purchased all the equipment he needed through eBay, independent shops and local stores near him. Simon highlights that bigger is not always better, in production, and it is imperative to understand your audience. For Simon, he was able to find the balance between what Wise Children needed, what they had and what they wanted to give their audience. He was able to find the balance because he knew that most of his audience watched in HD at 720p and 50% streamed from their phones.
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