Digital Theater

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Digital Theater Digital Theatre A Casebook DIGITAL THEATRE A Casebook CONTENT 50 75 The re-invention of Making art through 4 29 surtitling. A new technical technology Foreword Virtual meets real: the approach to the by Amund Ulvestad European Theatre Lab: synchronisation of AR and international market Drama goes digital live acting by Jonathan Thonon 79 by Heidi Wiley & by Michel Didym The Croatian National Serge Rangoni 56 Theatre stages 31 Do you speak Tech? Report Henrik Ibsen’s Peer Gynt 10 Get out of the box: New from an interdisciplinary and in Zagreb Why every theatre business models and cross-cultural partnership by Ivica Buljan needs a digital strategy international co-operation by George-Albert Costea by Simon Mellor by Nutsa Burjanadze 84 62 Where do we go 16 33 How to breathe soul from here? What theatres Media artists working into a machine! A plea for by Marie le Sourd expect from digitality with cultural institutions: more digital tenderness and what digitality opportunities by Christian Römer 90 expects from theatres and challenges ETL Teams by Dick van Dijk by Chris Ziegler 66 Kinetics of Sound: 92 22 38 Kraljevo and Peer Gynt About the ETC Stage Your Decide how to decide. City Managing processes 70 94 in international Kinetics of Sound Partners & Contact 26 interdisciplinary projects by Anders Hasmo Can digital communication by Pam de Sterke be an aesthetic 73 empowerment of the 46 Move the sound! Directing audience? IDIOMATIC / Dub it: with new technology by Jan Linders One voice, many languages by Erik Ulfsby FOREWORD The two-year applied research project European Theatre Lab: Drama goes digital set out to research a digital strategy for the major state-funded theatrical institutions of continental Europe with the goal of expanding access to the arts via new technology. Under the leadership of the European Theatre Convention (ETC), the cross-sectoral project united artists and public theatres from seven countries with research institutions and researchers from the fields of technology, science, media European and the performing arts. Digital Theatre. A Casebook is about sharing knowledge with the creative community; it is an invita- tion for artists, scientists, theatre professionals, and cultural Theatre Lab: and societal decision makers to learn from our experiences. What does theatre need to remain relevant in society in the twenty-first century? Both as an art form and a public cultural Drama goes institution? What conditions for digital innovation in theatre must be met? What skills and partnerships are needed? How far can we stretch existing infrastructures and working mecha- digital nisms to embrace cross-sectoral collaborations? How can we tackle urgent social issues and use the live character of theatre, aided by digital tools, to create opportunities for intercultural — dialogue while creating a more inclusive notion of theatre and community throughout the EU? How can digital technology add something to the magic of a theatrical moment? Guided by an interdisciplinary advisory board of experts, we formed three creative teams of our theatre partners, who in an OpenLab process tested new methods for using techno- logy in creative work and outreach. The European Theatre Lab: Drama goes digital resulted in seven OpenLabs, three new BY creative collaborations, two conferences, one showcase, and HEIDI WILEY & SERGE RANGONI new performances that tested and applied new technology at theatres in eight countries. 5 The enclosed white paper Drama goes digital vs Theatre invades digital presents suggestions and recommendations we identified for publicly funded theatres, policymakers and funders on the local, national and European level to tackle challenges for theatres while addressing digital transformation. This work would not have been possible without the incredible commitment of all our partners willing to take risks as well as the European Commission, who believed in our idea and provided the necessary support for us to engage in this unique international cross-sectoral artistic and technical research project. Thank you! Heidi Wiley Serge Rangoni ETC Executive Director ETC President OpenLab 3 at Teatrul National “Marin Sorescu” Craiova, Romania, 2017. Image © Teatrul National “Marin Sorescu” Craiova. 7 EUROPEAN THEATRE LAB: DRAMA GOES DIGITAL – THE PROJECTS Stage Your City Idiomatic / Dub it Kinetics of Sound: Kraljevo and Peer Gynt Top: Stage Your City premiere, CDN Nancy Lorraine La Manufacture, France, 2018. Image © Serge Martinez. Middle: Technical device, Idiomatic/Dub It. Image © Transquinquennal. Bottom: Kraljevo / The King’s Fair [Den siste kongsfesten] premiere, Det Norske Teatret, Oslo, Norway, 2018. Image © Siren Høyland. 8 9 ADVISORY BOARD Arts Council England is the investment, development and advocacy agency for the arts, museums and libraries in England. We now require all organisations seeking regular, annual funding of £250,000 (€285,000) or more to have a digital strategy. Without that written strategy (and a plan for imple- menting it), nobody can get funding from the Arts Council. Why Why have we decided to do this? We have, over a number of years, tracked how arts and cultural organisations have developed their use of data and every theatre new technologies. Our Digital Culture survey has thrown up worrying results in some areas. For example, since 2013 there has been a decline in the proportion of organisations that see needs a digital technology as important to their work in areas such as creation, distribution and exhibition. The 2017 survey also shows that the majority of arts and cultural organisations still digital do not use data for important purposes such as understan ding their audiences better through data analysis and profiling. Many organisations in our sector think they are in competi- strategy tion for audiences with other publicly funded arts and cultural organisations. In reality, they are competing with a commer- cial entertainment industry that understands a lot more about — who their audiences are and what they think about the content they are experiencing. In a time of shrinking public funding, we want to help the organisations we invest in to take advantage of the opportunities provided by new technologies – and the data associated with those technologies – to understand more about their audiences, make more innovative and relevant BY work, and build more resilient business models. SIMON MELLOR In a world in which the public experience more and more of their culture online, our fear is that many of our publicly 11 funded theatres will lose their relevance, stuck in an analogue money and specialist expertise – will be needed to deliver the world, reaching fewer and fewer people. That is why we have strategy and reap the benefits. decided to act and make it a condition of our funding that our A good digital strategy should also be appropriate to a larger theatres need digital strategies and delivery plans. theatre’s type and size, its available resources and where it We hope that this will accelerate the use of new technolo- is starting from digitally. If it is a small theatre, or digital is gies in our theatres. Over the next few years, we expect to see not yet a major part of what it does, it might identify modest, significant progress in the following: achievable steps to start with and aim to become more • the use of new technologies to innovate in artistic ambitious over time. It will not set digital objectives that are practice, both online and offline; too numerous or wide-ranging. It should focus instead on a • the use of new technologies to create, distribute and few key areas to achieve measurable results with whatever share experiences with audiences online; resources are available and always an ambition for excellence. • the gathering, sharing and analysing of data to help It will also identify what partners the theatre will work with to improve decision-making, enabling organisations to deliver the strategy. tailor offers to audiences and increase revenues. Accompanying the strategy should be a digital plan: a document that defines in detail specific objectives, activities, We recognise that the theatres we invest in are at different targets, responsibilities and deadlines for delivery. It should stages of their digital journey. A good digital strategy needs make clear who tracks progress against targets and when the to start with where the organisation is today. It needs to be plan will be reviewed. A regular reviewing process is impor- rooted in its creative mission. It must consider how new tant as digital aims evolve, driven both by change in artistic technologies can help achieve wider objectives and how the and business aims and changes in the wider digital landscape. unique qualities of each theatre can best be supported by Review and evaluation should be guided by what audience and digital technology. Critically, it needs to be endorsed and led other data is telling the theatre. This will ensure that activi- from the top of the organisation. Too often in our experience, ties and targets are realistic, sustainable and can generate ‘digital’ is consigned to the marketing department. It is seen as good returns on investment. Digital can be a great medium for a communications activity rather than a part of the DNA of a low-cost experimentation. Ideas can be tried out quickly and modern user-focused cultural organisation. data gathered on what is effective. A good digital strategy sets out how new technologies can In summary, effective digital strategies: help better deliver a theatre’s core artistic mission whilst also • are embedded in the organisation and endorsed by, and supporting all areas of its business – more innovative creative led from, the very top; output, better experiences for audiences and access to new • put users and audiences in the centre, with decision- income streams. And it identifies what resources – people, making assisted by audience and performance data; 12 13 • involve the people responsible for actions and for delive- a future that will be fuelled by ever-more pervasive, and as yet ring strategy objectives in planning, objective setting and unanticipated developments in digital technology.
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