Marketing Innovation from the Shubert Summit 2017, Part II
10/5/17
A couple weeks ago, we wrote about the annual Shubert Summit, held on September 18 at the National Geographic Encounter: Ocean Odyssey. Although much of the Summit focused on marketing initiatives and digital innovation aimed at helping shows and events promote themselves and discover customers, we also presented an important advancement in how Shubert is enhancing the in-theatre experience for non-native English speakers.
Shubert Audience Services is in the process of implementing new technology in every theatre that will make it easier for visitors to NYC to get the most out of their show—using their own smartphones.
Partnering with GalaPro, an Israel-based app startup, Shubert’s new program will provide subtitles and dubbing in multiple languages for participating shows in Shubert houses. Once a show opts in and chooses the languages they wish to provide, the service will be available to theatregoers at every performance, from every seat.
Theatregoers simply download an iOS or Android app to their device, enter their email, and then follow the instructions to connect to their preferred language. Shubert Audience Services personnel will be at every theatre for customers requiring assistance. Once the show starts, the translations will display on their smartphone, in sync with the pace of the show.
To address sensitivity around the use of mobile devices in the theatre, Shubert has conducted a comprehensive 12-month incubation period, to optimize the technology to meet the needs of a live theatre environment.
Rollout is slated for early 2018 and is part of a larger access initiative to be announced later this fall.
For more information on The Shubert Organization, visit www.shubert.nyc.
Shubert Audience Services is in the process of implementing new technology in every theatre that will make it easier for visitors to NYC to get the most out of their show—using their own smartphones.
Partnering with GalaPro, an Israel-based app startup, Shubert’s new program will provide subtitles and dubbing in multiple languages for participating shows in Shubert houses. Once a show opts in and chooses the languages they wish to provide, the service will be available to theatregoers at every performance, from every seat.
Theatregoers simply download an iOS or Android app to their device, enter their email, and then follow the instructions to connect to their preferred language. Shubert Audience Services personnel will be at every theatre for customers requiring assistance. Once the show starts, the translations will display on their smartphone, in sync with the pace of the show.
To address sensitivity around the use of mobile devices in the theatre, Shubert has conducted a comprehensive 12-month incubation period, to optimize the technology to meet the needs of a live theatre environment.
Rollout is slated for early 2018 and is part of a larger access initiative to be announced later this fall.
For more information on The Shubert Organization, visit www.shubert.nyc.
Originally published in Broadway Briefing.