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National Theatre launches Backstage app in New York

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By John Glenday, Reporter

August 3, 2015 | 2 min read

The National Theatre has unveiled an all-new Backstage app at the New York launch of Adobe Digital Publishing Solution, an upgrade of the existing app which will run across all iOS enabled smartphones and tablets – with Android to follow shortly.

National Theatre, Adobe

Built by Evolved Media Solutions using the DPS platform the app hosts magazine-style content including news, videos, photography and editorial material. This sits alongside archive content and built-in analytics to measure consumer information and ROI.

Toby Coffey, head of digital development at the National Theatre, said, “Media Solutions have created something for us that is an exciting extension to our brand, giving people real reasons to come back and ‘visit’ us again and again. We believe it creates a completely new customer experience as the app is no longer just an information provider moreover it is something that satisfies people’s passions and interests in theatre.”

Russell Pierpoint, managing director of Evolved Media Solutions, added: “The National Theatre’s new app is transformational, delivering high-impact, interactive content in an intuitive way, with audiences able to get instant access to the content they want. At the same time, the app provides the National Theatre with real flexibility – both in terms of ease of delivering new content, plus also it makes it simple to have a mix of both free and paid for content within the app.”

The new app utilises WoodWing’s cloud-based HTML5 authoring tool, Inception.

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