Edited by Ruth Towse and Trilce Navarrete Hernández
Chapter 28: Event cinema
Performing arts, heritage, sports, gaming and audio-visual organizations are increasingly resorting to event cinema, that is, the capture and broadcast in digital cinemas, generally in real time (live), of performances and events. They do so primarily to reach audiences beyond the physical confines of their venues, thereby partially addressing Baumol and Bowen’s cost disease and fulfilling their outreach objective of meeting local cinema spectators wherever they are. This chapter provides a historical overview of event cinema and illustrates its cultural and economic relevance. It then proceeds to explore the nature, challenges and opportunities associated with this novel distribution format and viewing experience not only for event cinema providers, but also for live venues, performers and audiences. Finally, the chapter offers recommendations to live performance organizations, event cinema providers, management scholars and cultural economics researchers interested in the ways in which event cinema may continue to grow and evolve, and may use and develop extant and new technologies to further redefine the boundary between live performances and events and mainstream cinema.
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