October 31, 2016
Technology and Theatre
In the age
of ever-changing technology, theatre departments, schools and groups have been
forced to adapt. Without adaptation, theatres can lose precious audience
members, revenue and attention.
These
changes are especially prominent in the minds of local theatre heads –
including professors, directors, founders, actors and stagehands. For these
individuals, the task of bringing in audience members and (more importantly)
impressing them has become a unique challenge.
In
addition, changes to the marketing and behind-the-scenes aspects of traditional
theatre have had dramatic effects on the overall theatre-going experience.
“I’ve found there are
certain things that are so much more digital now,” said Kristin Danko,
co-founder of Ypsilanti’s Neighborhood Theatre Group (NTG). “We are really
unique in the sense that we have a really young audience base. So, we want to
make it younger, fresher, and hipper. That means online and social media.”
According
to Danko, old methods of attracting audience members are becoming obsolete.
“A lot of
these companies are sending out postcards. Every time I get one, I just cringe.
Like, don’t waste your money on these,” Danko said. “They don’t really work.
They don’t bring people in. There are certain things you can’t change, like
putting up posters. But now, it’s getting bloggers to write about you – plus
getting pictures and promos shots for Facebook and Instagram.”
Since
Danko’s theatre group has a tendency to utilize social media to promote its
shows, Danko has plenty of experience marketing unique, but unknown,
productions.
“With
social media, you’re able to show people pictures of the process,” Danko said.
“So, we show rehearsal photos and rehearsal shots. When they get to the show,
they know a little bit about it. You can also make trailers and videos.”
Briana Beeman, a theatre
major at Michigan State University, agrees.
“I think,
if I compare it to the beginning of my experience in community theatre until
now, it’s definitely different,” Beeman said. “There was a lot of time spent
hanging up posters all around town, and people still do that. But I think, with
social media, that’s where theatres will turn to actually ensure that people
see their advertisements.”
This is
true for both professional and community theatres. Stephanie Heslip, a director
at both Pinckney Players and Howell High School, enjoys using Facebook for
advertisements.
“It just
takes one event, and it explodes,” Heslip said. “Facebook is a boom for
marketing.”
Members of the public often hear
about productions from social media and websites. However, audience members
recognize the technological advancements that have been made backstage less
often – specifically when it comes to
lighting.
“When I graduate with my undergrad
in 2005,” Danko said. “It was really old school. In order to make one color or
one look, you would need a gel. You would have to have three or four lights to
make one color combination. It would take hours upon hours and days to focus
lights, and you’d have to have a grid.”
This complex technique has changed
in recent years, even on a local scale. In its latest production, Danko’s
theatre group was able to utilize an LED lighting system.
“It was amazing,” Danko said. “We
had two lights and we were able to do everything with them. You can focus in,
you can do a spot. There are hundreds of color combinations, so you can do
something with one or two lights that, before, would have required twenty or
thirty lights. It’s incredible.”
According to Heslip, the changes in
community theatre are just as significant.
“Everything is going to digital,
especially with lights and sound,” Heslip said. “Everything used to be knobs
and levels. Now it’s keypads and I-Pads.”
As technology progresses, the
evolution of local theatre continues. For some, onstage effects aren’t nearly
as impressive as great scripts, talented performers and live music.
“I think the greatest impact that
I’ve seen in terms of local theatre is they have to up their technology game,”
said Amanda Malo, the drama teacher and co-director at Howell High School. “In
doing so, they have to up ticket prices. I guess I feel it’s not as creative,
because technology can do a lot of problem solving for you. It doesn’t feel as live
when there’s a lot of technology.”
Malo brings up a point that concerns
a number of audience members. If the show doesn’t feel as impressive or
creative, will productions face a decline in ticket sales?
Danko thinks changing technology has
affected theatre positively in most areas, but worries when it comes to
comparisons between live productions and movies.
“I think technology is really
helpful because it allows theatre to be more accessible to a younger audience,”
Danko said. “But people are getting really used to going to the big multiplex
theatres and watching CGI effects. I feel like the norm of entertainment is
becoming so big and grand that it often times beats out small, local theatre.
As movies and entertainment get so much more high tech, there’s a lack of
imagination.”
But according to Alison Dobbins, an
associate professor in the theatre department at Michigan State University,
changing technology has always been an aspect of the arts.
“The inclusion of media is actually
not that new,” Dobbins said. “Media has been a part of theatre since film, and
has been a big deal since the early 1900s through the 1950s.”
For this reason, Dobbins believes
there will always be a place for traditional theatre.
Malo agrees.
“It stays alive,” Malo said. “I
don’t think a movie can compete with an amazing live performance. Look at the
popularity of Hamilton. People pay thousands of dollars to see the musical. I
don’t think technology will ever erase it.”
For Heslip, technology presents a
more fun way to experience the dramatic arts.
“There’s so much you can do,” Heslip
said. “We’re using projections for more intricate backdrops now, instead of
moving pieces. It’s so much more fun.”
Perhaps Beeman put it best, when she
explained her motivation for carrying on the legacy of traditional, local
theatre.
“You can silence your phone for two
hours and play a part in the human experience,” Beeman said. “As humans, we
still want to be able to connect to each other, despite the technology we
have.”
Word Count: 1,039
Source Sheet
Alison
Dobbins
Associate
Professor
(617)-230-2947
Amanda
Malo
Teacher
and Director
(734)-347-7177
Briana
Beeman
Student
(810)-923-2270
Stephanie
Heslip
Director
(810)-599-4624
Kristin
Danko
Director
and Founder
(704)-491-4631
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