Promote the stage with technology

Instead of old ways of promotion, the application of technology is supporting many theater units, especially traditional art forms, to have more opportunities to reach audiences.

Introducing Cheo art on the website of Vietnam Cheo Theatre.

Stage in the 4.0 era

Just a few years ago, promoting theatrical works alongside traditional channels were familiar images of billboards, posters... introduced on the streets. However, with the development of technology, especially social networking platforms, the way many theater units approach audiences is gradually changing, although slowly but bringing positive effects.

After a period of incubation, the Vietnam Cheo Theatre has recently launched a new version of its website with the aim of expanding the promotion of traditional Cheo art to a wide range of domestic and international audiences at https://nhahatcheovietnam.vn. Through it, the website will introduce famous classic plays of traditional Cheo art such as: Quan Am Thi Kinh, Luu Binh Duong Le, Truong Vien, Kim Nham, Ton Manh - Ton Trong, Chu Mai Than, Tu Thuc; Introduce exemplary roles, quintessential excerpts, music, costumes, makeup, props, stage decorations... In addition, the website also introduces typical and talented artists of the Vietnam Cheo Theatre through many generations.

Deputy Director in charge of the Vietnam Cheo Theatre, People's Artist Le Tuan Cuong shared that in the digital age, launching and operating a website is a very important task for a professional art unit like the Vietnam Cheo Theatre. Launching the new website, the Theatre aims to research, collect, preserve and promote the quintessence and uniqueness of the traditional Cheo stage art, upholding the glorious tradition of the Vietnam Cheo Theatre over 70 years of formation and development.

Not only the Vietnam Cheo Theater, digital transformation in communications has also been widely deployed in many theater units in recent times. Currently, the Youth Theater, Vietnam Drama Theater, Vietnam Circus Federation, Vietnam Puppetry Theater... are implementing online ticket sales services with many customer support services. Not only that, many units through the theater's fanpages, famous artists also organize livestreams to interact with the audience. In particular, many theaters have boldly digitized information data of plays to help the public easily access new works that are about to be performed.

According to the Director of the Youth Theater, Meritorious Artist Si Tien, the online channel has so far accounted for 95% of the total number of tickets sold for each performance. This form is suitable for the consumption habits of the majority of young audiences, when they just need to sit at home, "click the mouse" and then go to the theater to check-in before the show, instead of having to travel many times.

People's Artist Xuan Bac - Director of the Vietnam Drama Theater also informed that the Theater has digitized a lot of content into the system's archive. Just type in the title of a play, you will find enough information such as the decorator, the stage director, the list of actors, costumes, measurements... The digitization process has been detailed down to the management level, avoiding the situation of having to search for a long time every time you need to look up a certain information like before.

Creating momentum for development

In reality, the digital transformation of the stage is an inevitable requirement on the journey to find audiences. Even through current social platforms, artists themselves are taking on many new roles and tasks, with the common goal of bringing audiences to the theater. Few people think that, in the role of Director of the extremely busy Vietnam Circus Federation, People's Artist Tong Toan Thang always takes advantage of livestreaming so that audiences can easily grasp information about circus activities. The Facebook pages of People's Artist Xuan Bac, People's Artist Ta Tuan Minh (Vietnam Drama Theater); Meritorious Artist Loc Huyen, Meritorious Artist Kieu Oanh (Vietnam Tuong Theater); People's Artist Trieu Trung Kien, Meritorious Artist Tran Khai (Vietnam Cai Luong Theater); People's Artist Le Ngoc (Le Ngoc Drama Theater) ... are now not only places to share personal information but also channels to promote theatrical activities.

However, despite efforts to change, it is undeniable that the application of technology in the theater sector is lagging behind, even "slow" compared to many other sectors. There is a reality that digital transformation in many theaters is due to asynchronous physical conditions, limited investment in building digital technology platforms, and small distribution, not meeting the needs. Not to mention, many theaters and performance halls are more than half a century old, with poor technical equipment that does not meet the requirements and tastes of today's audiences. Statistics show that there are currently about 80 theaters and works with equivalent functions in operation nationwide, but very few units can apply technological achievements to their operations.

According to People's Artist Tong Toan Thang, the current online art products are only for propaganda purposes and are not really attractive enough to make money. To collect money from the audience, there must be investment in technology to have art products that adapt to the current art market. To successfully transform digitally, first of all, there must be modern technical tools and means to support and meet the digital transformation requirements of the 4.0 era. In addition, it is necessary to focus on training and fostering a team of cadres, civil servants, public employees, and workers with knowledge about digital transformation and skills in using digital platforms.

According to Dai Doan Ket newspaper

Source: https://baolaocai.vn/quang-ba-san-khau-bang-cong-nghe-post383661.html