How SCHOOL OF ROCK's 360° Video Changes the Game for How Audiences Interact with Broadway Shows

The magic of Broadway comes from the immersive, raw energy of live performances. To give viewers a taste of that experience, Andrew Lloyd Webber and Steam Motion and Sound UK created Broadway's first 360° video for YouTube just last fall. Supported on both Facebook and Youtube, the video gave the viewer agency, allowing you to navigate all angles of the classroom for an exciting and interactive experience of the song "You're in the Band."

BroadwayWorld gave you one of the first looks at the revolutionary video back in October, when Webber even said, "I am proud that School of Rock is not just the first musical to take this leap into the future, but that this video of "You're in the Band" is the first time anyone has used the 360 degree medium in this way. It could open a lot of doors." But, what impact did the video really have? A recent case study by Google answers just that question.

When viewers interact with the content, they're in a "lean-forward, engaging-with-the-video position," said Barney Wragg, CEO of Really Useful Group, Webber's entertainment company. "The more people looked around and the more they engaged, the more they could experiment," Wragg continued. "And we think that was really rewarding for people."

Backed by a strong paid media campaign, the video was a huge success. It racked up one million views in three days, generated extensive press coverage and contributed to a 550% spike in traffic on the show's website and a 160% spike on the ticketing website. The show is a certified hit: It broke the Winter Garden Theater's box office record twice over Christmas and regularly grosses over $1M a week.

If you want another look at how the technology works, or just want to audition for Dewey's band, check out the immersive video, below!

School of Rock - The Musical, based on the 2003 film of the same name, follows Dewey Finn, a failed wannabe rock star who decides to earn a few extra bucks by posing as a substitute teacher at a prestigious prep school. Completely disinterested in academic work, Dewey decides to create his own curriculum, turning his class into a guitar-shredding, bass-slapping, mind-blowing rock band.

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