We ran an audience interaction at Tatiana Navka’s ice show The Nutcracker: thousands of viewers scanned a QR code from the arena screens, a page opened in the browser, and on cue from the stage the hall turned glowing phone screens towards the ice. The stands became part of the production, no app needed.
The instructions ran right on the arena screens: “Please turn your screens to the stage”. The launch was synchronized with the show’s sound, like the rest of our formats: the mechanics are described in the ultrasound article.
The honest takeaway: screens deliver a strong effect only in the dark. An ice show hall stays lit even during the acts, and part of the picture was lost in the light. We reached the same conclusion at the screen show at a Spartak match: for lit venues flashlights are more reliable, they cut through any light.
What this means for show organizers:
- Schedule a screen show for fully dark blocks of the program, then the hall turns into a single canvas of colour
- For lit halls and daytime events choose a flashlight show
- The formats combine well: screens in a dark act, flashlights in the finale
For marketing, ice and family shows are interesting in their own right: thousands of viewers scan the QR to take part, and the same mechanic can carry a partner promo after the show, as we do for brands at stadiums.
The format works at any show venue: concerts and festivals, corporate events and celebrations.
