Peer Gynt Hologram in lieu of physical theater COVID
About this good practice
The theatre company Peer Gynt AS developed a new way of displaying the famous play, in which spectators could individually still be physically at the open air theatre, and see parts of the play through a hologram frame.
Peer Gynt AS has had a digital strategy for several years, which came in handy when COVID restrictions ment that the play could not go on. Based on their strategy, they were able to quickly turn around and digitally innovate to keep the market warm and interest high.
Resources needed
Total cost of the product amounts to EUR 132 000. Of this, Innlandet County funded the development phase (approx. 43 000 EUR), nationally recognized actors to play out the scenes costs EUR 21 000. The hardware came to EUR 59 000, in addition to other costs.
Evidence of success
While the physical play attracts 20 000 spectators yearly, a digital version would not reach this scale. However, 315 people paying customers saw the hologram played out at the scene in July and August 2020. In addition, it generated a lot of media interest nationally.
Potential for learning or transfer
Having a forward-thinking and "aggressive" digital strategy means that one is able to quickly reinvent a product when circumstances change, as with COVID. But Peer Gynt came very prepared for this situation because of their strategy.
Peer Gynt AS has seen a falling level of knowledge about this world-famous play among the younger generation. Thus, it has been imperative for them, to be able to reach new generations, and the obvious way to do so, is to go digital.
This hologram experience will probably lead to further investments in this type of product in the tourist industry in Norway.
Further information
Website
Good practice owner
You can contact the good practice owner below for more detailed information.
Peer Gynt AS