Dratame

Group project with: Giordana Di Biagio, Kosta Dimitrijevic, Lucrezia Marsili and Luca Vallini

Dramate is a service system designed to connect theaters with audiences through personalized performance recommendations. By utilizing technology and real-time data, Dramate aims to attract younger audiences, enhancing their engagement with theater culture and revitalizing the post-pandemic urban experience.

Scenario: Save Offline Society

The epidemic caused the whole world to experience a sudden standstill. When the world slowly rebooted, it was an opportunity to reconstruct urban life.
For decades the city has been a playground of innovation. Today, we have reached a phase where the concepts of smart cities have been fully implemented. Staying at home is the new norm and technology makes everything more convenient than ever.

The main reason why people leave home is for recreation but even the outside world is hybrid, creating phygital experiences in which leisure takes its places. Most of the local events are not fully digital and tech solutions enhance the experience, making attendees’ social lives even better and more meaningful.

Why theatre ?

Local events are excellent vehicles for creating shared experiences, fostering community connections, encouraging participation, and promoting diversity. They play a vital role in shaping the uniqueness of a city.

Among various local events, theater performances were chosen for their ability to:

Have a high impact on the community

Create highly social and emotionally engaging experiences

Serve as a public service with strong ties to the local culture and territory

Research

Desk research: overview of the theatre landscape in Italy

Performance in Italy (2019-2020)

In 2019, SIAE recorded 3,406,958 events in Italy, including opera, theater, concerts, ballet, circus, and film shows. Among these, there were 86,034 theater performances that year.

Theatre performance data

Theater audience composition

Voices from the audiences and theatres

Online questionnaire for AUDIENCES

To gain a broader understanding of theater audiences' needs and habits, an online questionnaire was distributed to individuals of various ages and backgrounds, resulting in 70 responses.

From their responses, several key insights emerged regarding how theater could adapt and improve:

1. Enhance the effectiveness of its communication and promotion, particularly to engage younger audiences.

2. Address the perception that theater is exclusive and unaffordable, working to break these barriers.

Voices of THEATRE practitioners

At the same time, interviews were conducted with seven professionals from the theater industry, including actors, creative directors, musicians, and dancers.

1. The theater is seen as self-referential, lacking innovation and public engagement.

2. Theaters should avoid being insular and communicate inclusively to reach wider audiences.

Prototyping with target audiences

Three prototyping sessions were conducted with young target audiences to refine the solution. These sessions clarified the problem statement based on prior research, while the "How Might We" questions evolved progressively. Various prototyping formats, such as sorting cards and walking through, were used to explore engagement strategies and validate design ideas.

Problem statements

Based on prior research, several key challenges for theaters have emerged:
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1. Theaters struggle to expand their audience base, with many tickets remaining unsold.
2. Younger generations show limited interest in attending theater performances.
3. Ticket prices are often perceived as too high for younger audiences, creating a financial barrier.

"How might we" questions and learning

Outcome

Based on insights from the prototyping sessions, the concept for Dramate was developed :

Dramate is a personalized service designed to revitalize theater attendance by offering tailored show recommendations and thematic paths based on users' interests. It simplifies the process of discovering performances across Milan’s 49 theaters, aiming to engage younger audiences and build long-term loyalty by integrating theater into their regular routines. Through its algorithm, Dramate helps users explore and enjoy theater in a more accessible and engaging way.

Co-design with theatres

In this co-design session, theater representatives detailed their typical partnership processes with businesses, highlighting the need for transparency and effective promotion. They also outlined their ideal partnership scenarios, emphasizing the importance of initial human contact, clear terms, and data insights. Feedback on the Dramate concept revealed a strong interest in promotional flexibility and valuable audience data, with a focus on differentiating the service and setting appropriate terms.

Activities and outcome

Insights

1. Theaters value direct, personal contact and clear, efficient processes for partnerships.

2. Access to data and insights is crucial for optimizing audience engagement.

3. Differentiating Dramate from competitors is essential.

4. A 10% ticket fee and a free-trial period are preferred, with flexibility for terms.

5. Five out of six theaters expressed willingness to partner with Dramate.

Service Overview

Dramate serves like a bridge bewteen theatres and audiences.

Service Description for audiences
Dramate supports user approaching theaters. Through the algorithm, the service provides tailored suggestions for performance and thematical paths based on user’s personal preferences.
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Target Users
Dramate Users: Individuals aged 18-35 who are sensitive to price, value personalization, innovation, and technology.

‍Culture Enthusiasts: A subset of Dramate Users interested in cultural activities, but who rarely or never attend theaters.

‍Theatre Lovers: A more specific subset of Culture Enthusiasts who frequently attend theaters and actively seek performance information.
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Service Medium

Smartphone application

Offering
1. A unified platform for theater performance information.
2. Personalized recommendations and thematic paths.
3. Discounts for multiple tickets and on specific days.
4. Additional performance details provided in advance.

Service Description for theatres
Dramate provide a new channel for theartres to sell tickets and attract new audiences. Through Dramate system, theatres could monitor the real-time data for their performances. Besides, reports which include insights are provided to help theatres better develop their programs.

Target Theatres
There are 49 theatres in Milan and DRAMATE wants to be partner with every one of them.



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Service Medium

Website platform

Offering
1. A new promotional channel to attract younger audiences.
2. Quarterly reports with sales data, analytics, and insights.
3. Real-time data tracking across all ticket channels.
4. Multimedia content for each show to assist user decisions.

Ecosystem map & Offering map

Ecosystem map

Offering map

Service for AUDIENCES

Audiences can use the smartphone app to
1. View theater performance information, with suggestions provided by an algorithm based on their preferences.
2. Purchase tickets.
3. Access background details about the performances.
4. Explore related experiences through thematic paths.

View performance information, Purchase tickets & Background information

View performance information & Purchase tickets:
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The Dramate application displays suggestions based on users' preferences. When a user selects a show, a detailed page opens with comprehensive information about the performance. Users can also purchase tickets directly from this page.
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The show page includes essential details such as the title, genre, date and time, hosting theater, synopsis, key professionals, related shows, thematic paths, and price.

Background information about the performance:
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With each ticket purchase, users will gain access to exclusive multimedia content from Dramate, including animated graphics and text. This content provides contextual insights into relevant aspects of the performance, enhancing attendees' understanding and appreciation of the show in a digestible, engaging, and memorable format. The content will vary by show, covering elements such as scenography, music design, language style, and screenplay concepts.

Thematic paths

What is a thematic path?
A thematic path is a curated selection of content and experiences around a specific theme. It includes theater performances and related activities such as exhibitions and social events, designed by Dramate to deepen users' understanding and engagement with the theme. Thematic paths help integrate theater into a broader cultural context, offering a progressive and enriching experience that connects users to various aspects of the theme.

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What is an extra experience?
Extra experiences are non-theatrical activities included in the path to enhance the thematic exploration. They are selected for their relevance to the theme and can include options like exhibitions or festivals. These experiences enrich the overall journey, providing additional context and engagement while offering users a broader perspective and deeper connection to the thematic content.

The Dramate algorithm

Typology of algorithm
The performances displayed in Dramate are suggested by an algorithm tailored to users' preferences.This algorithm operates similarly to feed algorithms used by social media platforms. It analyzes data from users' past interactions, trending content, and engagement patterns, including what users' friends like, their search history, and the duration of their engagement. By integrating these data points, the algorithm predicts and recommends performances that align with users' interests.

Case studies
To determine the data needed from user behavior, algorithms from Spotify, Netflix, and TikTok were analyzed to understand how their data features relate to the desired service features.

How the algorithm begins
‍The algorithm requires initial learning from each user to function effectively. Therefore, when a user first downloads Dramate, they are prompted to manually select their main areas of interest from the categories offered on the platform.

‍Examples of these areas of interest include:
History; Literature; True stories; Arts & Culture; Politics & Society; Relationships & Love; Science & Technology; Philosophy & Psychology...



How the algorithm works
The Dramate algorithm processes a range of user-generated, worldwide, and show-specific data to provide personalized recommendations and outputs. By analyzing factors such as user preferences, behavioral patterns, and relevant show details, the algorithm generates suggestions for performances, thematic paths, content in texts, and timely notifications. These tailored outputs help guide users in discovering and engaging with theater experiences that align with their interests.

Suggestions of shows

Suggestions of paths

Words used in texts

Notification

Attract users & keep them royal

Special offers

The more, the better
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To encourage purchasing more tickets and inviting others, Dramate offers a more attractive tiered pricing. The final price is reduced based on the number of tickets in the cart.

The TTs
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#TheatreTuesday and #TheatreThursday are weekly events offering last-minute deals. Every Tuesday and Thursday, tickets for same-day shows are available at discounted prices starting at noon. While the initiative helps sell tickets that might otherwise go unsold, its primary goal is to make theatre a regular part of people's routines.

Advertisements in the city
‍Dramate’s citywide advertising campaign aims to bring theater into the everyday lives of urban residents. By placing ads in key locations such as subway stations and cultural hubs, Dramate seeks to raise awareness about the platform, attract a diverse audience, and encourage people to engage with local theater performances. The campaign is designed to make theater more accessible and part of the city's cultural rhythm, driving more people to discover and enjoy performances through personalized recommendations.

Advertisements on social media
Dramate’s social media advertising on platforms like Instagram and Facebook aims to connect with a broader, digitally engaged audience. By leveraging these platforms, Dramate reaches users where they spend much of their time, offering personalized theater recommendations and promoting local performances. The campaign is designed to raise awareness, foster engagement, and make theater more accessible to younger, tech-savvy audiences who may not traditionally attend performances.

Story board

1. While in Milan, the user sees the advertisement and decides to download the Dramate app.

2. During registration, she enters her information, grants access to additional data, learns about personalization, and selects her preferred categories.

3. While browsing through the shows, she finds one that catches her interest and decides to purchase a ticket.

4. 24 hours before the show, she receives multimedia content with interesting details about the performance and a suggested extra experience.

5. It's showtime, and she arrives at the theater.

6. After the show, she rates it 4 out of 5 stars on the Dramate app.

7. Since it's still early, she decides to head to Porta Venezia to enjoy the experience suggested by Dramate.

Service for THEATRES

Theatres staff can use the website platform to
1. Track performance and revenue data via Dramate's platform.
2. Access real-time analytics on audience activity, ticket sales, and show performance.
3. Manage show calendars, programs, and quarterly reports directly through the website.
4. Promote shows with real-time monitoring of promotional impact.
5. Receive tailored support and quarterly insights to improve audience engagement and programming.

The website platform

Theatre Profile Page
The theater’s profile page provides a comprehensive overview of its upcoming shows, displayed in the "Program" section. Here, theaters can easily manage their schedule, update performance information, and monitor the shows listed. The profile also allows theaters to access other key features, including audience insights, performance statistics, and promotional tools, all designed to help theaters optimize their programming on Dramate’s platform.

Show Overview Page
When opening a show from the program section, real-time data related to the performance is displayed. This includes ticket sales, keyword interactions, audience demographics, and average ratings. The page provides theaters with detailed insights to monitor the success of each show and allows them to promote underperforming performances directly through the platform.

Promotions Overview
On the Promotions page, theaters can track detailed data about the shows they are promoting. This includes metrics such as tickets sold per day and total income generated. The page provides a clear visual representation of the performance of each promotion, allowing theaters to monitor its effectiveness in real-time and adjust strategies as needed.
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Statistics - Users Section
In the Users section of the Statistics page, theaters can access real-time data on their audience. This includes insights into user age groups, activity levels, total visits, and the percentage of active users. The data is segmented between online and offline users, providing a comprehensive view of audience engagement and helping theaters better understand their user base.

Statistics - Revenue Section
In the Revenue section of the Statistics page, theaters can view real-time data on their ticket sales and net revenue. The section provides a clear breakdown of the number of tickets sold, admissions, and monthly revenue trends, enabling theaters to track financial performance and adjust strategies accordingly.
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Statistics - Performance Section
In the Performance section of the Statistics page, theaters can access detailed data for each show, including earnings, tickets sold by age group, keyword engagement, and average audience ratings. This section allows theaters to monitor how each performance is resonating with different audience segments and track key performance indicators to optimize future programming.

How to connect with theatres

Initiate contact
Reach out to theaters via different channels, including interpersonal networks, theater emails, or the personal emails of staff (found through LinkedIn or other platforms).

Prepare a tailored presentation
1. Analyze the theater to understand key details (e.g., public or private, large or small scale, types of performances, existing partnerships, current challenges).
2. Incorporate real-time performance data from the theater to create personalized examples that demonstrate how Dramate works.

Conduct the formal meeting
1. Present Dramate’s values, vision, and services (using examples tailored to the theater).
2. Provide an analysis of current theater market trends and forecast user growth, explaining why Dramate can succeed.
3. Show the transparent development process of Dramate.
4. Highlight how Dramate addresses the theater’s specific challenges and the benefits it offers.
5. Reference other theaters and cultural organizations already partnering with Dramate.

Discuss the business plan
Emphasize the early-join discount Dramate offers.

‍Follow-up on rejections
‍Continue reaching out to theaters that initially decline (though this point may not be essential for the portfolio).

Story board

1. The theater manager receives an email from Dramate introducing the service.

2. The theater manager schedules a meeting with a Dramate promoter to learn more about the service.

3. The theater manager agrees to sign a contract with Dramate after successfully testing the service during the trial period.

4. The theater manager is provided with a personal Dramate account, allowing her to upload general theater information and program details, which will be used on the audience platform.

5. The theater manager can access real-time statistics on users, revenues, and performances through Dramate’s platform.

6. Every three months, Dramate provides a quarterly report with the team's analysis of the collected data, which the theater staff can review and discuss.

7. Since it's still early, she decides to head to Porta Venezia to enjoy the experience suggested by Dramate.

Business plan

Competitors & positioning map

Marketing mix

Business model