As theatres continue to balance tradition with accessibility, one question keeps popping up: should productions use physical playbills, digital-only playbills, or a combination of both? Playbills serve an important purpose beyond listing cast names. They help audiences connect to the production, recognise contributors, and understand the work happening on and off the stage. Choosing the right format requires consideration of the audience’s needs, available resources, and budget, as well as long-term goals.
The Benefits of Physical Playbills
Physical playbills remain a staple in many theatre spaces, and for good reason.
Printed playbills:
- Offer a tangible keepsake/souvenir that audiences can keep after the show.
- They are accessible to all audience members, regardless of their level of technology expertise.
- Provide clear visibility for advertisers and sponsors, and offer an incentive to attract financial backers through a form of acknowledgement during a production.
- Support pre-show and intermission engagement without screens.
- Act as historical documentation, helping theatres maintain a tangible record of their productions.
For many patrons, holding a program enhances the theatrical experience. Physical playbills can also be especially valuable for older audiences, school matinees, or venues with limited Wi-Fi or cellular access. However, printing comes with costs. Design, printing, and reprints due to casting changes can quickly add up, especially for smaller theatres or short runs.
The Benefits of Digital-Only Playbills
Digital playbills have grown in popularity due to flexibility and reduced printing expenses. The introduction of the QR code in the early 1990s enabled scanning with a mobile device and being taken directly to a webpage.
Digital playbill options:
- Lower printing and material costs.
- Allow for easy updates and corrections with no delay in making these changes live.
- Can include interactive elements like links, videos, or extended bios.
- Reduce paper waste.
Digital playbills are particularly effective for tech-savvy audiences and can be shared before or after performances, extending engagement beyond the theatre walls. That said, digital-only playbills rely on audience access to smartphones or tablets. Theatre patrons like to reference the playbill during the performance, and having a digital playbill can affect your theatre’s phone usage policy or affect another person’s experience. Some patrons may find scanning QR codes frustrating or may prefer to stay offline during a performance.
Best Practices for Choosing the Right Format
There is no one-size-fits-all solution. Many theatres find success using a hybrid approach.
Best practices include:
- Know your audience demographics and accessibility needs.
- Opt for a playbill recycling program to reduce paper waste and reprints for playbills still in good condition after use.
- Clearly communicate how to access digital playbills before the performance. Be sure to disclose whether you want patrons to avoid using their phones to reference the playbill during the performance.
- If using QR codes, place them in multiple visible locations. Include instructions for audience members on how to use the QR code.
- Ensure digital playbills are mobile-friendly and easy to navigate.
- Consider printing a limited number of physical playbills for accessibility.
When offering physical playbills, thoughtful design matters. Clear hierarchy, readable fonts, and concise content improve usability for all readers, regardless of the format you use. Here are some best practices when designing a playbill for your theatre.
Finding the Balance
The decision between physical and digital playbills should support the audience experience while aligning with the theatre’s budget, staffing, and values. Both formats have strengths, and planning can help theatres make the most of whichever option they choose. By focusing on accessibility, clarity, and audience connection, playbills—whether printed or digital—can remain a meaningful part of the theatre experience.
Need Help Designing Your Next Playbill?
Did you know Beyond Theatre Collective offers design services for playbills? Let us handle all the steps involved in creating a memorable playbill, whether digital or physical.
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