Step 1: Decide and prepare
Pick one mechanic and one audience path for the MVP. Secure rights, union and PR approvals. Confirm ticketing, POS and CRM wiring. Publish plain‑language privacy and accessibility notices.
Lock scope with the Navigator
Map target sections or performances for A/B tests
Approve consent copy, captions and audio description
Confirm sponsor guidelines and placements
Step 2: Configure and train
Integrate with ticketing/CRM for tracked “Buy Tickets” and reminders. Wire POS or vouchers for concessions. MDM‑lock any kiosks or tablets in the foyer. Train FOH on scripts, accessibility and incident logging.
Step 3: Run the pilot
Step 4: Test, Record, Improve In Live Service
Plan my theatre pilot
Arts And Theatre Playbook
Frequently Asked Questions
Is AR safe and accessible for our patrons?
Yes. Keep sessions short, provide captions and audio description, and offer a non‑AR path with identical calls‑to‑action and step‑free routes.
Will this add load to FOH?
No. The MVP keeps flows seated‑friendly with clear scripts and kiosk‑locked devices. Intermission prompts are short and staff‑guided.
Can we prove the value to sponsors and donors?
Yes. Use tagged links and per‑performance reports. Donor wall AR logs views, starts and completions with value.
What if platform policies reject our effect?
Pre‑submit variants and avoid prohibited claims. Keep backups for iOS and Android differences.
How do we manage rights and unions?
Use the rights checklist early. Clear likeness and music usage, and have alternates ready for fast approval.
What to track from day one
Use session_id, hashed user id, show_id, performance_id, section_id, seat_block, foyer_zone, offer_id, order_id, donation_id, app_version, timestamp. Track ar_start, scene_preview_complete, seatmap_view, seat_preview, cta_buy_tickets, cta_set_reminder, preorder_start, preorder_complete, wayfinding_start, wayfinding_complete, intermission_sync_unlock, donor_wall_view, donate_start, donate_complete, membership_opt_in, share and crash.
Tech stack and integration
WebAR for iOS/Android with optional app SDK for frequent patrons and kiosk wrappers for foyer. Back end connects to ticketing/CRM, POS/vouchers, CMS and Analytics/CDP; optional SPARC for signage sync. Pseudonymous IDs, consented opt‑ins, no face analytics and clear retention limits. MDM for owned devices; monitoring, versioned content and rollback.
Example MVP
One AR scene preview, one seat‑view map for two or three sections, one intermission effect, one donor vignette and one sponsor frame. Keep flows strobe‑safe with brightness controls and quiet‑mode content.
AR Scene Preview
A 30–60 second world, object or character moment with a clear “Buy Tickets” call‑to‑action.
Seat‑View AR
Preview stage visibility from selected sections and prompt for accessible seating.
Intermission Sync Moment
Countdown to a shared AR effect that can carry a sponsor frame and a timed donation prompt.
Wayfinding & In‑Seat Preorder
Camera‑up arrows to bars and restrooms with live queue advisories and click‑and‑collect.
Donor Wall AR
Scan a plaque to see impact stories, then donate or pledge in one tap.
Education Pack
Behind‑the‑scenes vignettes for schools with curriculum notes and LMS export.
What you get: earlier sales, smoother nights, visible impact
AR meets audiences where they are. A 30–60 second scene preview helps them choose. Seat‑view reduces uncertainty before purchase and in‑venue wayfinding shortens queues. Intermission moments and donor wall stories turn good feelings into action.
Quick, safe previews that convert interest into tickets
Camera‑up arrows to bars, restrooms and seats
Donor stories with one‑tap give or pledge
Lift trailer to ticket conversion with AR previews
Reduce confusion with seat‑view and wayfinding
Grow donations and memberships with timely prompts
Arts And Theatre Playbook
As Artistic/Executive Leadership and Head of Marketing & Development you need more seats sold earlier, fewer foyer bottlenecks and stronger member/donor conversion without adding FOH load.
This page shows a focused AR program that previews the show, guides patrons in‑venue and turns applause into measurable sales and giving.
KPIs and targets
Sales and marketing: trailer→ticket +1–3 percentage points; reminder→purchase +2–4 points; memberships/donations +15–30 percent.
Venue commerce: concessions per‑cap +3–7 percent; preorder adoption +5–10 percent; redemption validity at least 85 percent.
Ops quality: crash‑free at least 98 percent; time‑to‑first AR under 10 seconds.
Accessibility: captions adoption on AR scenes at least 50 percent when enabled; feedback at least 4 out of 5.
ROI snapshot
Inputs_Marketing sheet assumptions
POS and ticketing mapping
NPV and payback outputs
Pilot Design Example
Safety, Privacy & Accessibility in Theatres
Immersive theatre activations must safeguard audience safety, privacy, and accessibility. No personal data collection without consent. Projection mapping, AR programs, and LED staging must meet fire and safety codes. Accessibility standards: captioning, audio description, high-contrast content, strobe safety. Front-of-house signage should carry clear consent notices. LBE-style lobby or foyer activations must be supervised and designed not to block egress.
Risks and mitigations
Rights and union approvals; platform policy variance; foyer crowding; accessibility gaps; attribution ambiguity. Mitigate with early clearances, pre‑submit effects, seated‑first design, captions/AD, and tagged links with CRM mapping.