New York Classical Theatre: Cell Phone-Based Programs
New York Classical Theatre loves its home in the City’s public places and green spaces. That’s why the company does whatever it can to help maintain and protect natural resources. For years, leadership wondered how to reduce the paper and ink used to print programs—and also where most of those programs ended up… the trash. That curiosity inspired the idea of cell phone–based programs. The company’s first “digital playbill” debuted in Summer 2018, accessed via a link printed on a reusable bookmark handed to each audience member, which—per Actors’ Equity agreement—also contained the cast list. The result: over 50,000 sheets of paper (and printing) saved for each show.
The very next season, NY Classical began using AudienceView Professional software. Audiences were invited to make free, advance reservations so they could receive a digital program and production dramaturgy by email ahead of the performance. This allowed better control over graphic design, the ability to link to actors’ social media, and the flexibility to make updates throughout the run. While the staff time required to build the programs remained the same, the company saved money and resources by printing only bookmarks instead of traditional 8–12 page booklets.
As for cell phone use during a show? Rather than resist it, NY Classical embraced it. Recognizing that audience phones weren’t going anywhere, it made sense to keep their attention on the performance—and the digital playbill—if their eyes did drift to their screens. And what about printed programs as souvenirs? Leadership is old enough to remember the heyday of Styrofoam cups and CFC-propelled spray cans too—but that nostalgia doesn’t prevent them from creating new, greener theatre without them. So please: enjoy the show—and this very collectable bookmark.