The Stage is Set for Change: How Theatre is Battling for Relevance in the Streaming Age
The theatre world is facing a reckoning. As Rebecca Dawson, the incoming director of the Bristol Old Vic, aptly put it, it’s an “undeniably challenging” moment. The rise of streaming services, coupled with the lingering effects of the pandemic, austerity measures, and the current cost of living crisis, has created a perfect storm. But is this a death knell, or a catalyst for innovation? The answer, it seems, lies in adaptation and a willingness to embrace new strategies.
The Celebrity Factor: A Double-Edged Sword
The recent trend of casting film and television stars in stage productions – Ncuti Gatwa, Alicia Vikander, Susan Sarandon, and Bryan Cranston are just a few examples – has sparked debate. While some, like Nadine Rennie of the Casting Directors’ Guild, argue it’s “killing” the industry, Dawson believes it can be a positive force, if done right. The key is ensuring the celebrity is genuinely suited to the role, not simply a box-office draw.
This isn’t a new phenomenon. Historically, theatre has leveraged star power. Think of Laurence Olivier or Judi Dench drawing audiences to Shakespearean productions. However, the current scale feels different, driven by the need to compete with the readily available, and often cheaper, entertainment offered by streaming platforms. A 2023 report by Statista showed global streaming revenue exceeding $86 billion, highlighting the sheer size of the competition.
Pro Tip: Theatres should view celebrity casting as a gateway – a way to attract new audiences who might not otherwise consider attending a play. Follow-up programming should then aim to convert these newcomers into regular theatregoers.
Diversifying Revenue Streams: Beyond the Ticket Sales
Relying solely on ticket sales is no longer sustainable. Theatres are increasingly exploring alternative revenue streams. Dawson points to pantomime as a prime example, where a big-name casting can significantly boost attendance. But the diversification goes further.
We’re seeing a rise in:
- Immersive Experiences: Companies like Punchdrunk (where Dawson previously worked) are pioneering immersive theatre, blurring the lines between performance and audience participation.
- Digital Theatre: The National Theatre Live broadcasts and recorded performances offer access to world-class productions for audiences unable to attend in person.
- Corporate Partnerships & Philanthropy: Increased collaboration with businesses and a focus on securing philanthropic donations are becoming crucial.
- Community Engagement: Workshops, educational programs, and outreach initiatives build relationships with local communities and foster a sense of ownership.
The Old Vic’s own initiatives, like community workshops and youth theatre programs, demonstrate this commitment to broadening access and building a loyal audience base.
The Case for Increased Public Funding
Despite these efforts, Dawson argues that increased public subsidy is essential. She highlights that Arts Council England funding has effectively been cut by nearly 50% in real terms since 2012. This underfunding limits the ability of theatres to take risks, invest in new work, and reach underserved communities.
A recent report by the Arts Council England showed that while investment has increased in some areas, overall funding remains below pre-austerity levels, hindering the sector’s potential for growth.
Did you know? The arts contribute billions to the UK economy annually and provide employment for hundreds of thousands of people.
The Future of Theatre: Resilience and Relevance
Dawson remains optimistic, emphasizing the inherent resilience of the theatre industry. “They are creative for a living, and they respond very well to challenging circumstances,” she says. The key will be embracing creative risk, fostering innovation, and ensuring that theatre remains relevant to contemporary audiences.
This means telling universal stories that resonate with diverse communities, questioning societal norms, and providing a space for dialogue and reflection. It also means acknowledging the changing landscape of entertainment and adapting to meet the needs of a new generation of theatregoers.
FAQ: Navigating the Changing Theatre Landscape
- Is theatre really dying? No, but it is facing significant challenges. Adaptation and innovation are crucial for its survival.
- Are celebrities taking roles away from trained actors? It can happen, but strategic casting can also attract new audiences and create opportunities.
- What can be done to support theatre? Attend performances, donate to theatre organizations, advocate for increased public funding, and spread the word about the value of live theatre.
- Is digital theatre a threat or an opportunity? It’s both. Digital platforms can expand access but also compete with in-person experiences.
What are your thoughts on the future of theatre? Share your opinions in the comments below! Explore our other articles on arts and culture for more insights. Subscribe to our newsletter for the latest updates and exclusive content.