Should cinemas be screening the performing arts?

I've come across a few articles recently discussing the increasing trend for live theatre productions to be filmed and screened in cinemas around the world. The most prominent of these are the Metropolitan Opera's Live in HD series and more recently National Theatre Live and the Royal Opera House.

I've been aware of these screenings for some time, but never really considered them a risk to traditional performing arts. The articles I've read show that although many were initially concerned about the impact screenings might have on their live audience numbers, it seems the opposite is happening for some organisations.

In the US, small enterprising regional opera companies are using the Met broadcasts as part of their own programming, and in turn creating opportunities for people interested in opera to experience it in a familiar (and low cost) setting. Many audiences and organisations who've supported the screenings have gone on to become more involved with the live performances staged by the local company – either as subscribers or sponsors.

This is a fantastic example of audience development at work – and everyone benefits. The Met gain exposure, the local company gain interest in their activities and audiences can experience something new at an affordable price.

Many organisations have trouble defining and understanding what exactly audience development is, but this story shows it doesn't need to be costly or complicated. It just needs a bit of thought about what your offering is and who might be interested!