Immersive experiences attract younger and more diverse audiences than traditional arts and culture, according to research by Dr Joanna Bucknall.But can this new sector attract the same level of funding?
The Immersive Audience Report 2024 has found that audiences who are attending immersive experiences are more representative of the UK population than those of ‘traditional’ arts and culture.
The report, which is published today (Tuesday 25th June), is the first comprehensive mapping of live/location-based immersive experience audiences in the UK.
The research found that audience members for live immersive experiences discern preferences between different styles of immersive experience but are always seeking tangible real-life experiences that are value for money and can be experienced with friends.
Dr Joanna Bucknall, Lecturer in Modern and Contemporary Drama and Theatre at the University of Birmingham and Immersive Experience Network Co-founder, who led the research said: “We surveyed 2000 UK adults who have attended an immersive experience in the last year, to find out who is going to these experiences, what they enjoy and how they find out about new performances."... Keep reading on University of Birmingham.
The Immersive Audience Report 2024 has found that audiences who are attending immersive experiences are more representative of the UK population than those of ‘traditional’ arts and culture.
The report, which is published today (Tuesday 25th June), is the first comprehensive mapping of live/location-based immersive experience audiences in the UK.
The research found that audience members for live immersive experiences discern preferences between different styles of immersive experience but are always seeking tangible real-life experiences that are value for money and can be experienced with friends.
Dr Joanna Bucknall, Lecturer in Modern and Contemporary Drama and Theatre at the University of Birmingham and Immersive Experience Network Co-founder, who led the research said: “We surveyed 2000 UK adults who have attended an immersive experience in the last year, to find out who is going to these experiences, what they enjoy and how they find out about new performances."... Keep reading on University of Birmingham.