You’ve seen the new Star Wars trailer, right? Noticed how it announces opening day (December 18) and this headline news – “Tickets Now Available” – months before the movie opens?

Did it make you want a ticket, right then and there? Well, Google away, or count on Time Magazine to break it all down, even pointing to the super-fan marathon that lets you view all six classics before the curtain opens on The Force Awakens.

That’s only the beginning. Within hours of the trailer’s launch, fans delivered a design review on the TIE fighter and shared a scene-by-scene breakdown of the trailer (amazing: like a movie unto itself). A serious journalist even weighed in with a theme song music review.

Not to mention the 18 hours of fan-generated “toy reveal” videos posted on YouTube in September. December’s popcorn was probably still growing, and already the show had begun.

As first screenings approach, fans will contribute staggering levels of content and commentary to the rising conversation, contributing excitement to the whole gestalt. See, today a movie is more than a movie. It’s a collaboratively-created, multi-platform experience.

If Star Wars was a lightsaber, user-generated energy creates a glow that would make any Sith Lord jealous: it shines that bright.

Darth_Maul_lightsaber_reveal
Thanks, Star Wars Wikia

How can we even calculate the value of what fans add to the Star Wars experience – or brand?

This “force” isn’t unique to Star Wars. The news-making Grateful Dead Fare Thee Well tour raised the bar on fan participation before, during, and after the shows.

Ticket-buyers didn’t feel like “concert goers.” They felt like extended band family and collaborative participants in an experience that transcended space and time (as Jerry would have wanted). Audiences in the Bay Area communed with those in Chicago as they grooved up to after in the waves of content-sharing surrounding the shows. Not to mention the extended online audience: the tour was (and remains) a virtual Burning Man hosted on a vast internet playa.

These are two examples. I could show you thousands, from globally prominent competitive sports to niche-focused events.

What’s the message, especially for venues?

Venue owners have an opportunity – in my O, one of entertainment’s biggest ones – to create a richer and more valuable brand by seeing themselves as platforms for experiences.

How are venues adding value to guests’ time on their turf? How do venues help them navigate their experience on their terms, helping them discover the right concession or merchandising opportunities? The shortest lines? The do-it-right-now upgrades?

What about helping them share content in ways that benefits the venue while also elevating their enjoyment of the event they’re at? That wrap them seamlessly into a value-adding adventure from ticket purchase to on-site enrichment to engagement long after the event?

See, we used to define a “concert” or “sports event” with those words: what it was. The future will be about why it matters – and that is all about experience. The user’s relationship with that experience is inherently enriching and valuable, short-term and long.

The future will be about why it matters – and that is all about experience.

AerNow exists to help transform live events and entertainment from transactional one-offs to deep, immersive, mutually-valuable relationships bridging everyone in the “live” ecosystem.

Helping audiences experience talent and live action on their terms: that’s what we do, through immersive “glass to glass” innovation that captures, shares, enriches and delivers everything today’s experience-seekers want. And if venues can help audiences get what they want – well, the force will be with you in game-changing ways.

Dave Fisch

Dave Fisch

CRO at AerNow
Dave has spent decades helping events, sponsors, talent, and audiences get all they can out of live entertainment. These days you'll find him meeting with producers, brands, venues, and talent, sharing a whole new way of delivering value and engagement.
Dave Fisch

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