Augmented Reality Enhancements for Audience Engagement in Contemporary Theatre Productions

Thesis Abstract

The integration of Augmented Reality (AR) technologies in contemporary theatre productions offers a novel approach to enhancing audience engagement by creating immersive and interactive theatrical experiences. This study investigates the potential of AR as a transformative tool for increasing audience participation, emotional involvement, and overall satisfaction within live theatre contexts. The primary aim is to evaluate how AR-enhanced elements influence audience engagement metrics and to identify best practices for implementing AR in theatrical settings. The specific objectives include assessing audience perceptions of AR features, measuring changes in engagement levels pre- and post-implementation, and exploring the technical and aesthetic challenges associated with AR integration in theatre. Employing a mixed-methods research design, this study combines quantitative surveys, qualitative interviews, and observational analysis. The target population comprises theatre audiences attending contemporary productions equipped with AR features in a metropolitan city renowned for innovative theatrical performances. A stratified random sampling method was employed to select a sample of 300 theatre-goers from a population of approximately 1,200 attendees across five different productions. Data collection instruments include standardized questionnaires measuring engagement, perceived immersion, and satisfaction, validated through pilot testing for reliability with Cronbach’s alpha coefficients exceeding 0.85. Additionally, semi-structured interviews with directors and technical designers provide insights into operational and aesthetic considerations. Data analysis involves descriptive statistics, paired t-tests to compare pre- and post-interaction engagement levels, and thematic content analysis for interview transcripts, supplemented by regression analysis to determine predictors of audience engagement. Expected findings indicate that AR enhancements significantly elevate audience engagement levels, as evidenced by increased scores in immersion, emotional response, and overall satisfaction (p < 0.01). Qualitative data are anticipated to reveal key themes such as enhancing storytelling, fostering interactivity, and technical usability challenges. The study also posits that demographic variables, such as age and prior technology exposure, moderate the impact of AR features on engagement metrics. Incorporating the Technology Acceptance Model (TAM) and Media Richness Theory as theoretical frameworks, the study explores how perceived ease of use and perceived usefulness influence audience acceptance of AR elements, thereby affecting engagement outcomes. The research contributes to knowledge by providing empirical evidence on the efficacy of AR in live theatre environments, filling existing gaps in theatre technology literature that predominantly focus on digital media rather than immersive AR experiences. It offers practical guidelines for theatre practitioners seeking to integrate AR, emphasizing design considerations aligned with user engagement theories and technological constraints. Additionally, the study advances understanding of audience psychology in technologically augmented performances, connecting immersive technologies with theatrical pedagogies. In conclusion, this research demonstrates that thoughtfully implemented AR features can substantially enhance audience engagement, offering a compelling case for theatres to adopt immersive technologies as part of their artistic and experiential repertoire. The study recommends strategic collaborations between technologists and theatre artists, comprehensive audience-centered testing prior to full integration, and ongoing evaluation of AR’s impact on theatrical experience. Further research is suggested to explore longitudinal effects, cross-cultural differences, and the potential for AR to redefine theatrical storytelling paradigms in diverse cultural contexts. Overall, this work underscores the transformative potential of AR in elevating audience participation and reimagining the future of live theatre.