In the course of any given week, I don’t usually think about supertitles. However, in the course of the last week, the topic has come up twice. First, in a post by Fred Plotkin about opera supertitles on the WQXR website and then today I see one on The Telegraph website about Parisian theaters adding them to their shows.
Plotkin wonders aloud whether the use of supertitles in opera is degrading the experience by distracting people from the power of the music. In his mind, audiences should be focused on the emotion being communicated by the music and the singing rather than worrying overly much about understanding the plot.
The Telegraph piece says the motivation behind Parisian venues adding supertitles to their performances is to accommodate the growing number of English speaking tourists who are attending performances.
I haven’t been to enough operas to really have any sort of investment in whether supertitles are undermining the point of attending an opera. One of the commenters to Plotkin’s piece suggests that without the supertitles, most opera companies outside of the Metropolitan Opera would not be able to fill half their seats.
That’s what I wanted to address, the basic idea that there are growing expectations from audiences.
It is often a daunting proposition for most non-profits who wonder if they have the resources to address those expectations. It is easy to forget that the need to meet these expectations may reflect a growing interest from people who want to participate rather than something required to retain the audiences you still have.
The Parisian theaters are adding the supertitles because they have found,
“There is a whole trend in tourism to seek ‘experiences’ rather than visits. Tourists want to go beyond being stuck together in the Eiffel Tower, a cabaret or Versailles, to have more local experiences,” said Carl de Poncins, founder of Theatre in Paris, the company that came up with the surtitle idea”
A desire to find experiences off the beat tourist path is potentially a good sign for arts organizations in large and mid-size cities with relatively good tourist business.
Even if you aren’t in a high tourism area, there is potential for an indirect benefit to you.
When I made my post last week about the economics of Broadway productions, a colleague pointed out that even though Broadway had had the best year ever, increasingly most of the attendance comes from tourism rather than residents of Metro-NY.
If that continues to be true, like the theaters in Paris, New York City based theaters may find it necessary to provide foreign language translations for shows. I don’t think single language translation of supertitles would be suitable given the high number of international tourists visiting the city.
An attempt to provide information to attendees at performing arts events on personal devices was first made about a decade ago with Concert Companion, so the idea is not new. In that time the technology to deliver the information has improved greatly and the appearance of those devices in performance halls is becoming more frequent, (though perhaps unwelcomed).
The downsides to this situation are similar to the ones Plotkin identifies. Yet, the benefit of commercial and larger arts entities recognizing a need to accommodate speakers of foreign languages is that the technology to deliver on demand and in real time has a good chance of being developed.
Even if foreign tourists don’t play into Broadway marketing plans, it probably won’t be long before playbills and all the enhanced information about shows that Concert Companion set out to to deliver will be regularly available at performances on personal devices.
Heck, theaters may stop handing out playbills altogether and go the route of airlines who require you to bring a wifi capable device if you want to watch in-flight movies. After a good system for organization and delivery of the content is in place, then the real hurdle will be about the etiquette for using personal devices at live performances.
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