Sometimes You Can Renovate Your Way Out Of An Audience

by:

Joe Patti

So as much as we may think that we need to find new strategies and tactics to engage with audiences, a lot of times we are reinventing or rediscovering approaches that were ignored in favor of the newest theories on audience development/marketing. For a few years now I have been talking about the importance of letting people see themselves in the programming, audience, etc.

The theater I am currently running celebrated its centennial in 2020 (so the real party happened in 2022 as Covid restrictions abated.) An historic booklet was put together with an array of news articles, pictures, etc celebrating the theater’s early existence as a movie and vaudeville house.

One section talks about one of the renovations and quotes the manager who has become something of a local icon.

“Surprisingly, attendance dropped after the remodel.

According to Ted Thompson, ‘…we made it so fancy the farm boys and other workers who came in their overalls on Friday and Saturday for the western movies, quit.  When it finally dawned on me what was happening, we filled the lobby with baled hay, dressed the usherettes in gingham dresses and me in Levis and everything was o.k again.”

If you hadn’t surmised from the references to usherettes in gingham dresses, this was quite a few years back –in 1941.

While it might have been a bit more difficult to get into town to see movies back then, it still says something that attendance dropped due to installation of a new carpet and art deco design choices given that movie theaters were much more central to entertainment, news and social life at the time.

It seems to be a pretty strong testament to how physical surroundings can make people feel that a place isn’t for them. These are people who had presumably attended movies at the theater before and felt welcome. Westerns were still being shown on Friday and Saturdays to serve them as an audience, just like before. But the environment shifted and felt too refined for their comfort, so they stopped coming.

Unisex Restrooms Look A Little More Attractive When You’re Waiting On A Long Line

by:

Joe Patti

A couple weeks ago, Rainer Glaap posted a link to a news story about people in Germany advocating for unisex restrooms.  It wasn’t so much about wanting to provide spaces for people identifying with differing genders, but because the lines for the women’s room at public events are too dang long! (Article in German so you’ll have to run it through a translator if you browser doesn’t have one built in)

The waiting women agree: “It’s annoying, but what do you want to do? Well, you could make unisex toilets,” says one. “It’s not just at concerts – the women’s toilet is always full,” says another. “Personally, it wouldn’t bother me if everyone used one toilet because I notice that it’s quicker, especially in men’s toilets, and I think: Why can’t I just go to the other one?” asks another.

[…]

If women didn’t always have to go past the urinals, many people in the queue would simply go to where something was free anyway. “As far as I’m concerned, you could just have gender-neutral, shared toilets. That would be fine for me,” says a waiting woman, or: “We’ve already gone into the men’s toilet. What are we left with? A solution would be more toilets.” “I would also like unisex toilets, I wouldn’t have a problem with that.”

Other than the obvious observation that this issue seems to be near universal since I have posted similar stories from England as well as a history of women’s lounges, what was somewhat interesting about this story was the suggestion that the number of restrooms is limited to the official regulations for insurance reasons.

According to the regulation, for example, there must be twelve toilets for 1,000 women. However, eight toilets and twelve urinals are required for 1,000 men. So there are more sanitary installations for men in the same space.

[…]

Meeting places such as theaters or concert halls are free to build more toilets than required, but for insurance reasons they always build as closely as possible to the DIN standard and the regulation, says Illing-Moritz. The building regulations therefore urgently need to be adapted. It has long been scientifically proven that women have a greater need for toilets. With the third gender category “diverse”, an adjustment would also be needed there.

I am not quite sure what sort of hazard a venue might be flirting with by adding more toilets. I am sure many attendees would suggest there is a greater risk associated with not being able to get to a stall in a timely manner. The article also notes that people spend so much time standing online, they don’t have an opportunity to buy drinks and other things which would enhance revenue.

I would also observe that there is an increased chance these days that people will observe it is a lot easier to get into their restroom at home and stay there instead of venturing out to a performance venue. So if the opportunity presents itself to add some more accommodations to restrooms, some venues may decide it outweighs whatever issues insurance might present.

Better Dubs For Your Favorite Anime May Be Just Around The Corner

by:

Joe Patti

The China Project recently spotlighted Taylor Swift’s amazing fluency in speaking Mandarin Chinese. It is amazing to think she is able to gain this level of proficiency while attending to her billion dollar business empire.  Except that she can’t speak Chinese that well and the video of her, and others, doing so in the China Project piece were actually accomplished by a sophisticated piece of deepfake AI software which is impressively adept that mimicking a speaker’s natural voice and lip movements.

HeyGen’s “Video Translate” tool, which created the Swift deepfakes, is capable of translating footage into 14 different languages — including Mandarin, Hindi, and Arabic — and can clone the speaker’s voice and sync the person’s lips in an “authentic speaking style,” according to the company’s website.

[…]

On Weibo, fans of the tool praised it for its exciting potential to improve dubbing in foreign films, as it is able to match the movements of an actor’s mouth with their translated speech in Chinese. Others also pointed out that it could be an AI-powered solution to revolutionize Chinese ecommerce brands, which have found it difficult to reach global audiences due to a lack of dual-lingual livestreamers.

Others had the obvious concerns about the technology being used as a propaganda tool or to generate false content with which to accuse people of all sorts of wrong doing. The article reports that by moving to the US,

“…HeyGen is no longer subject to China’s deepfake rules, which went into effect in January. As one of the first governments to regulate hyper-realistic, AI-generated media, Beijing requires companies to obtain consent from individuals whose likenesses are being manipulated; deepfakes need to be labeled as such on the internet, and can’t be used for purposes deemed harmful (vaguely defined) to national security or the economy.

Similar rules regarding the use of AI to create content like this without some detectable markers or disclaimers indicating the content is fake is being contemplated in the US. An executive order along those lines were issued today.

But as the article suggests, tools like these could be a boon for arts organizations seeking to increase accessibility. Especially if they are able to work in real time to provide captioning and translations for performances, concerts, and lectures which may not have a formal script or translate notes and commentary in galleries (or whatever the tour guide is saying)

People may be more open to watching foreign films (or anime as I suggest in the title of this post) if the dubbing looks and sounds convincing. Though it will probably be bad news for the voice actors who currently make a living doing anime dubs.

Covid Restrictions May Have Resulted In Increased Social Inertia

by:

Joe Patti

I recently saw a link on a CityLab story noting that since the end of Covid restrictions, people appear to be less willing to venture outside of familiar neighborhoods and locales.

As of late 2021, people remained less likely to engage in social exploration, which the study authors define as the likelihood of visiting a new place where they earn significantly more or less than than the general population. Instead, they just returned to familiar destinations.

[…]

Fewer people are visiting attractions like museums, restaurants or parks that are outside their immediate mobility radius, and they’re spending less time among residents at different socioeconomic levels.

Outside of the concerns operators of arts organizations, restaurants, parks and other attractions may have about a drop in attendance and purchases, this has implications for the overall social cohesion in the US. While most cities studied experienced this drop of mobility, places that had fewer restrictions on public assembly and in-person office work saw a smaller decrease in relation to how much people were willing to circulate to unfamiliar locations.

If the narrowed social mobility habits of residents endure, policymakers will have to contend with an extended loss in income-diverse encounters — a trend likely to further exacerbate political polarization and diminish social capital.

Yabe said the research could help decision-makers get a better sense of the trade-offs as they try to strike a balance between safety and social cohesion.

It should be noted that while this report came out in 2023, it appears the most recent data was from the end of 2021 when people were still a little wary about moving around. While this situation may not exist to the same extent as late 2021, the implications still bear attention.