Touchless Revolution: How Mirvish Uses Their Mobile App and Digital Program Books to Create a Touchless Theatre Experience
Image provided by Mirvish Productions
In January 2021, Mirvish Productions launched their mobile app powered by Appscension with Tessitura™ integration. In September of that year, Mirvish introduced audiences to its first digital program book powered by InsideGuide - a new platform for building and distributing digital program parts created by InstantEncore at the behest of Mirvish. By May 2023, the Mirvish app was installed on 89,298 devices with their digital program books receiving 140,793 total daily unique viewers.
Lianne Wu
We talked with Lianne Wu, Mirvish’s Reporting & Digital Communications Coordinator, to find out how they acquired so many app users and digital program book viewers in a short period of time.
InstantEncore (IE): Why did Mirvish decide to launch a mobile app during the pandemic?
Lianne Wu (LW): The decision to launch a mobile app had been on our radar for a while. The pandemic acted as a significant catalyst propelling Mirvish to take this step. This strategic move was not only timely but also integral to Mirvish's transformation into a modern and adaptable organization, well-prepared for the future.
“Our vision for the app was to create a comprehensive platform offering ticket sales, detailed show information, and efficient ticket delivery. ”
Our migration to Tessitura in February 2020 enabled us to introduce mobile tickets, after several years of only offering printed tickets and print-at-home via email and shifted our focus towards analyzing ticket delivery trends within our order history.
Our season subscribers, who annually purchase season packages with multiple shows, were already favoring print-at-home tickets over traditional paper ones. The same was true of single ticket buyers.
Mirvish’s ticket buyers’ delivery preferences from 2011 to 2019.
LW: The outbreak of the COVID-19 pandemic led to unique circumstances that allowed us to expedite our app development plans. Amidst the initial uncertainty, Mirvish's various departments found themselves with the time and motivation to embark on new initiatives. Our marketing department introduced the "Meanwhile" e-newsletter, while our company directors and producers identified Blindness – a socially-distanced sound installation – as an intriguing production to present for those times of social distancing.
“In a world where traditional paper tickets and programs were no longer practical, our ticketing department paved the way for the birth of the Mirvish app.”
Tickets in the Mirvish app can be sent to a friend or added to your device’s wallet. They also link to the digital program book.
IE: How do you create a touchless theatre experience?
LW: We had to bring together the basic elements of a theatre with the mandatory safety measures directed by the pandemic. The resulting experience blended safety, technology, and attentive service in an environment where audiences could immerse themselves while knowing that their well-being was our top priority.
Within our theatres, a series of measures were implemented to minimize physical contact and ensure safety. To accommodate social distancing requirements, We reduced seating capacities and arranged seating to ensure appropriate social distancing between audience members within their social circles. Prominent signage and floor markings also served as guiding cues to facilitate the flow of attendees in and out of the theatre.
Our masked audience members were able to carry their digital tickets and programs on their mobile devices.
IE: How did digital programs enter into your plans? What did Mirvish hope to achieve with digital program books?
LW: Programs hold valuable information that can familiarize audience members with the upcoming performance, including insights into the production and biographies of the actors involved. With a digital version we aimed to be able to uphold the standard of quality information while adding interactivity and accessibility which are limited through a traditional paper program.
A digital format would be compatible with screen readers, making the theatre experience accessible to all patrons, regardless of their abilities.
Adopting digital programs aligned perfectly with our desire to reduce our environmental impact and presented an opportunity to reduce operating costs.
IE: Do you still provide printed programs? If so, how has the addition of digital programs impacted programs? Have you reduced your printing costs?
LW: Yes, we continue to offer printed programs to those who prefer this format. We want to cater to various preferences and understand that physical programs have a sentimental value for many theatregoers.
The adoption of the digital program has been more gradual in comparison to digital tickets and has led us to feature scannable QR codes to access the digital version on a physical copy. This approach has allowed us to foster the transition towards digital adoption while respecting established traditions.
In terms of a tangible impact on printed programs, we observed a reduction in the quantity printed this past season. However, it’s important to note that despite the decline, printing and paper costs have increased by 50% since 2019.
IE: How did you introduce and promote your mobile app to patrons?
LW: When the app was completed in January 2021, unfortunately it coincided with a stay-at-home order in Ontario. As a result we opted for a soft launch at the time. However when the outlook for the return of theatre became more optimistic in June 2021 we began to actively promote the Mirvish app to our patrons.
Email Campaigns:
LW: Our formal introduction of the app was through our pandemic e-newsletter, which garnered a significant readership throughout the past year. Accompanying the article we developed a page on our website for the Mirvish app and a 30 second trailer that were shared on our social media platforms.
Building on this initial announcement, we later developed an email campaign to highlight the specific advantages of the app, which included a brief explanatory video. The campaign was successful in comprehensively communicating the app’s offerings.
Continuous Promotion:
LW: Regularly our marketing website features ads for the app, acting as a continual reminder to patrons of its availability and periodic banner ads have been placed at the bottom of our marketing emails.
Purchasers will also see the app mentioned in transactional emails, such as ticket confirmations and pre-show reminders. This serves as a subtle yet effective touchpoint to further encourage app usage within the theatre.
Subscriber Engagement:
LW: A notable insight is that our season subscribers emerged as early and enthusiastic adopters of the app. Their response was in line with our expectations, given their regular theatre attendance and likelihood of holding tickets for multiple shows at once. Their engagement is further encouraged through personalized messaging about exclusive subscriber benefits accessible using their subscriber cards.
IE: What is a Subscriber Card? How is it used?
Subscribers use their digital cards at the parking booth, concession stand, and nearby restaurants. The barcode in the example has been blurred for privacy.
LW: The Subscriber Card is an exclusive perk for purchasing a subscription package. It’s a versatile tool integrated into their theatre experience.
Upon subscribing to either of two Mirvish subscription packages, patrons are automatically eligible for the Subscriber Card. The card is available in both digital and physical formats, catering to individual patron preferences.
Digital Convenience:
LW: The Subscriber card is always available within the Mirvish app ensuring easy retrieval of the card whenever needed.
Discounts and Partnerships:
LW: Functioning as a discount card, the Subscriber Card includes a scannable barcode that can be scanned at the parking booth or concessions, to streamline transactions for subscribers. At partner restaurants in the neighbourhood it can also be presented to unlock discounts at these establishments, further enriching the customer experience.
Monetary Value:
LW: A distinctive aspect of the Subscriber Card is its ability to store monetary value using on-account funds, which provides flexibility to patrons. These funds can be used to cover payment for parking and concessions.
Tessitura Integration:
LW: To ensure the exclusivity of this benefit, we leverage Tessitura’s constituencies to lock down the advantages to only the entitled patrons.
IE: About Blindness, Mobile App In-Theatre Debut & Response
LW: After many attempts we successfully brought Blindness to the stage in September 2021, running until the end of October. The unique production is based on José Saramago’s dystopian novel about a sudden epidemic of blindness in a city. With no in-person actors, the audience was placed on the stage to experience a combination of immersive lighting and 3D sound. The show’s narrative ends on an optimistic note making it the perfect choice for our first production following pandemic shutdowns.
LW: The production also marked the first opportunity for patrons to engage with the mobile app in a theatre setting. Although there was a learning curve and some initial resistance among some patrons, the overall response was very positive. The collective feedback from both front of house personnel and our audience service representatives further affirmed that patrons not only enjoy utilizing the app but also value its presence. However, it is apparent from our experience so far that we could invest more effort in educating our patrons about the digital programs within the app.
“Personally, when attending the theatre, I find myself observing fellow audience members and their interactions with the app and the digital programs. This firsthand observation has provided valuable insights into the app’s adoption and usage trends, offering us the opportunity to continuously refine and enhance its features for our patrons. ”
IE: What is your strategy for using push notifications?
Targeted Push Notifications:
LW: A significant portion of our push notifications have been targeted notifications with specific messaging using Tessitura lists. These notifications primarily consist of pre-show reminders, which are scheduled 3 hours before each performance. We consider this window to be opportune and aligned with the possibility that patrons may be preparing for an early meal prior to the performance. These reminders have been used to encourage patrons to explore the digital program in advance as well as used to deliver timely information, such as weather conditions and nearby traffic disruptions.
“Targeted push notifications have also served as another communication channel for reminders of upcoming subscription renewal deadlines for our season subscribers. ”
Exclusive App Offers and Priority Sales Windows:
LW: As part of our larger communication strategy, we want to leverage the app’s capabilities to engage with our patrons. More recently we have begun using push notifications to announce exclusive priority sale windows and offers and special offers to app users. Recently, we had an app-exclusive offer for Harry Potter and the Cursed Child in Toronto. The push notification was untargeted, and we complemented the message with a home screen card that included the promotion details and promo code to use in the app.
IE: Why create an app? How does the Mirvish app benefit Mirvish?
Visibility and Brand Loyalty:
LW: An app allows us to occupy a little space on our patron’s mobile device, ensuring that Mirvish is consistently visible and accessible. This digital presence fosters a continuous connection with our patrons, and positions Mirvish to be top of mind. The app can also act as a tangible indicator of brand loyalty – a testament to the strength of our relationship with our audience.
User Experience:
LW: By consolidating all Mirvish-related information and services within the app, we can offer a more seamless and enriched experience compared to a marketing website. The layout is intuitive and caters to the preferences of today’s more mobile-savvy audience.
Direct Communication Tool:
LW: One of the app’s greatest advantages is that it is another direct communication channel. This tool empowers us to engage with our patrons in a broad or targeted way. Whether we are conveying general updates, exclusive offers, or personalized messages, the app allows us to establish a direct line of communication that can be actionable and foster a more interactive relationship with the audience.
Content Management:
LW: The app’s control panel facilitates swift and hassle-free content updates. Changes to the home screen or within sections of InsideGuide can be completed promptly, ensuring that our patrons always have access to the most current information. I have seen my colleague notice incorrect information in the digital program and make the correction within 5 minutes at their seat in the theatre.
Cost Savings and Efficiency:
LW: Transitioning to mobile tickets has yielded substantial cost savings by reducing expenses tied to staffing, printing and mailing of traditional tickets. We typically placed orders of 500K units of ticket stock and based on our current usage we anticipate that our most recent order will be used up in 4 to 5 years, instead of within 2 years like we were seeing in previously.
Furthermore, mobile tickets have streamlined the ticket-scanning process, contributing to reduced wait times and smoother operations.
IE: What is your favorite thing about the Mirvish app and InsideGuide?
Rapid Content Updates:
LW: I greatly appreciate how effortlessly and swiftly we can make updates to the app and InsideGuide. This agility in content management ensures that our patrons always have access to the latest and most relevant information.
Seamless Interactivity:
LW: The ability to link any aspect of the digital program is a standout feature. Unlike its traditional counterpart audience members can seamlessly navigate through different sections and delve deeper into the details that interest them. These interactions can also be tracked which was not previously possible with a paper program book.
Accessibility Focus:
LW: The compatibility with screen readers makes our theatre experience more inclusive and accessible to everyone, promoting equal engagement for all patrons.
Convenience and Portability:
LW: As a theatregoer, I find it highly convenient that the app reduces the number of physical items to carry. With everything I need for the theatre experience readily accessible on my mobile device, I can immerse myself in the performance without the worry of managing multiple items.
IE: What are your goals for the Mirvish app? What metrics do you monitor to assess your progress?
LW: The first two years with the app have been exploratory. As newcomers to the app landscape we have been learning to navigate the world of app metrics and performance.
The analytics dashboard has been a valuable addition providing insight for understanding our app’s performance to date. As we approach almost two full “normal” seasons, we are gearing for more comprehensive assessment of our app’s progress.
Some of what we hope to achieve in the coming year include:
Converting more season subscribers into app users.
Maintaining consistent daily active usage of the app.
Boosting purchases through the app.
The Mirvish app has set us on a promising trajectory for the future of our business that aligns with our commitment to delivering exceptional theatre experiences. Personally, I am also excited about the app’s potential and its continued innovation to adapt with evolving audience preferences.
Want to learn more about mobile apps and digital program books?
Let’s talk! We would love to discuss what Appscension and InsideGuide can do for you.
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Have a question? Contact David.
InstantEncore is an EcoSystem partner of the Tessitura Network, the licensor and developer of Tessitura Software. The Tessitura Network does not support or verify the effectiveness of the integration or the capabilities of this product. Any and all support and questions regarding this application should be directed solely to InstantEncore.