Are the National Theatre’s live broadcasts cannibalising its own audience? Probably not, say researchers Hasan Bakhshi and David Throsby.
The National Theatre in London began broadcasting its NT Live screenings on 25th June 2009 with Sir Nicholas Hytner’s production of Ted Hughes’ translation of Racine’s Phedre. That night, around 28,000 saw the production live at cinemas in Europe and North America (allowing for time zone differences). Six years later, on 15th October 2015, NT Live Hamlet chalked up an audience of over one-quarter of a million measured on the same basis.
That live broadcasts allow venue-based organisations to expand audience reach is self-evident. The impact on attendances at the venues themselves is however ambiguous. Live broadcasts may conceivably promote the show at venues – that is, live broadcasts and live theatre are complements – thereby increasing capacity utilisation. However, live broadcasts may be such a good substitute in the eyes of the public that they in fact cannibalize attendances at the theatre... Keep reading on EconomistsTalkArt.org
The National Theatre in London began broadcasting its NT Live screenings on 25th June 2009 with Sir Nicholas Hytner’s production of Ted Hughes’ translation of Racine’s Phedre. That night, around 28,000 saw the production live at cinemas in Europe and North America (allowing for time zone differences). Six years later, on 15th October 2015, NT Live Hamlet chalked up an audience of over one-quarter of a million measured on the same basis.
That live broadcasts allow venue-based organisations to expand audience reach is self-evident. The impact on attendances at the venues themselves is however ambiguous. Live broadcasts may conceivably promote the show at venues – that is, live broadcasts and live theatre are complements – thereby increasing capacity utilisation. However, live broadcasts may be such a good substitute in the eyes of the public that they in fact cannibalize attendances at the theatre... Keep reading on EconomistsTalkArt.org