Three Methods to Monetize Digital: Focus on Geffen Playhouse
As arts organizations around the world face the continually extending challenge of operating under limited (or no) capacity, questions of monetization of digital content are becoming more and more relevant. There are many factors to consider when determining if and when to charge for your offerings, followed by the equally important question of how to monetize.
Today we’re taking a look at the Stayhouse, the digital hub of Geffen Playhouse in Los Angeles, which is currently using three forms of monetization.
Requesting Donations
One of the most commonly used forms of bringing in funds from digital initiatives during this period of shutdown has been a donation request tied to free content. Among the many video offerings in the Geffen Stayhouse, there is a collection of short videos from members of the Playhouse’s artist community. These include musical performances, dramatic readings, and more. The videos are free to watch but are listed on the page alongside a request to give, which includes a reminder of the artists, staff and community that your donation will benefit.
By giving your audience free access to content and letting them have this emotional connection first, you provide the opportunity for them to connect with the art and artists that they could support with their donation. Your ask becomes that much more powerful - especially for new audiences who may have found you via digital.
Made-For-Video Productions
The signature digital content item of Geffen Playhouse is their original programming made for Zoom. The initiative kicked off in May with the world premiere of The Present, an interactive magic show by Helder Guimarães where attendees received a box of props in advance that allowed them to actively participate. After receiving rave reviews for both content and format, Stayhouse became a hub for a series of participatory theater.
New shows include an interactive detective investigation, an exploration of puzzles, and a follow up to Guimarães magical act. Individual tickets are sold for each show, which all have maximum household caps to preserve the intimacy of the call, This structure also allows for some creative pricing. For instance, Bollywood Kitchen, a show built around the cooking of a homemade Indian meal, audience members can add on a full box of ingredients to their ticket and one-on-one time with chef Sri Rao for varying extra costs.
While digital is not a substitute for the live arts, the Stayhouse shows us that by treating video performances as their own unique artform, they become worth every penny.
Partnering with a Streaming Service
Geffen Playhouse’s existing partnership with Broadway HD, established in 2017, proved to be a fortunate one to have in place going into this year. The collaboration began with a live stream of the Playhouse’s production of Long Day’s Journey Into Night, which marked the video service’s first livestream from outside of New York City. Now, the theater has three past productions streaming on Broadway HD, as well as one on Amazon Prime.
With so much of our entertainment these days coming from streaming video, these types of partnerships can create great opportunities for additional revenue and expanding audiences - even post-pandemic.
To see more great examples of virtual innovation, check out ABA’s Digital Arts & Culture Center.