On theatre mediatisation: exploring transmediality in<i>Aldo Morto 54</i>

Gemini, Laura; Brilli, Stefano

doi:10.1080/14794713.2020.1773698

Cited by 3 publications

(2 citation statements)

References 31 publications

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“…The relationship between theatre and the digital has also been studied as part of the mediatisation process of the performing arts ( Gemini & Brilli, 2020 ). The mediatisation process regards how the social construction of the boundaries of the theatrical event is modified by media logics and imaginaries.…”

Section: Digital Theatre Before and After Covidmentioning

confidence: 99%

“…The interviewees’ experiences demonstrate that they are involved in the shifting relationship between performing arts and media technologies. The mediatization of the performing arts ( Gemini & Brilli, 2020 ) does not only relate to the use of digital media within performative work, instead it represents a more general material and discursive impact of the media on the entirety of the artistic activity. The pandemic situation seems to have made this process more explicit.…”

Section: Emergency Experimenters: Mpa Artists In the Face Of Digital ...mentioning

confidence: 99%

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Theatre without theatres: Investigating access barriers to mediatized theatre and digital liveness during the covid-19 pandemic

Brilli

Gemini

Giuliani

2023

Poetics

Self Cite

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Section: Digital Theatre Before and After Covidmentioning

confidence: 99%

Section: Emergency Experimenters: Mpa Artists In the Face Of Digital ...mentioning

confidence: 99%

Theatre without theatres: Investigating access barriers to mediatized theatre and digital liveness during the covid-19 pandemic

Brilli

Gemini

Giuliani

2023

Poetics

Self Cite

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New audiences’ theater attendance in China: the impacts of transmedia storytelling, fan economy and social media marketing

Chen,

Zhao

2025

AAM

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PurposeWith the rise of new generations of audiences, the marketing environment of theaters has undergone significant changes. The study investigates how transmedia storytelling, fan economy and social media marketing influence new audiences’ curiosity and drive their attendance intention at theater performances.Design/methodology/approachThis study utilized an online questionnaire, collecting 1,032 valid responses from participants predominantly aged 18–30 (62.02%). Respondents from mainland China completed measures on five main variables.FindingsThe study reveals that curiosity played a mediating role in the influence of transmedia adaptation and social media marketing on attendance. Specifically, transmedia adaptation and social media marketing both positively impact attendance through curiosity. However, idol starring does not significantly affect either curiosity or attendance.Research limitations/implicationsLimitations include potential recall bias due to a high proportion of respondents with prior theater experience and preliminary measurement scales for idol starring. Future research could explore the interactions between transmedia adaptation and social media marketing and consider cross-cultural studies.Practical implicationsThe study suggests that transmedia adaptation and social media marketing can effectively attract and engage new theatergoers.Social implicationsBy targeting new audiences, this research highlights how modern marketing strategies can enhance audience engagement and accessibility of performing arts in China.Originality/valueThis research provides novel insights into new audiences’ decision-making process of their first visit to the theater. It offers a unique perspective on attendance behavior, addressing gaps in understanding audience engagement in performing arts.

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Trailers as mediatized performances: Investigating the use of promotional videos among Italian contemporary theatre artists

Brilli

Gemini

2022

Journal of Italian Cinema &Amp; Media Studies

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In the theatre sector, many companies, festivals and theatres have integrated promotional videos into their communication strategies. This recent development is undoubtedly due to the rise of social media and the increasing accessibility of video technologies, but also to the need for theatre companies to publicize their work in a media that combines creative autonomy with economic efficiency. Despite this widespread use, trailers in the performing arts have received little attention in academic literature. This article offers the first, exploratory study on the use of promotional videos in the field of contemporary theatre in Italy and on the connections between the current creation of digital promotional clips and the heritage of the Italian video-theatre. Through in-depth interviews with sixteen of the leading Italian companies, this research aims to bring out the role theatre trailers play for performance artists.

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On theatre mediatisation: exploring transmediality inAldo Morto 54

Cited by 3 publications

References 31 publications

Theatre without theatres: Investigating access barriers to mediatized theatre and digital liveness during the covid-19 pandemic

Theatre without theatres: Investigating access barriers to mediatized theatre and digital liveness during the covid-19 pandemic

New audiences’ theater attendance in China: the impacts of transmedia storytelling, fan economy and social media marketing

Trailers as mediatized performances: Investigating the use of promotional videos among Italian contemporary theatre artists

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