The National Theatre: barriers disappear with smart glasses 

Value Proposition

HNT wants to be a theater where everyone has the best possible experience, regardless of language or hearing. The idea for Live Text arose from their inclusive mission and the unique character of The Hague as an international city.

The solution is an interesting digital business model for culture in a broader sense: smart AI glasses that translate spoken text on stage into more than 200 languages in real-time. Thanks to Augmented Reality (AR), the translation appears directly in the visitor's field of vision, exactly at stage level. This eliminates the discomfort of subtitles high above the stage – the story unfolds where the gaze already is. Moreover, the glasses can be used for other occasions, such as international lectures or celebrations with live translation, thereby extending the application scope of this business model. 

Audience Relationship

With Live Text, HNT focuses on visitors who typically experience barriers, such as non-native speakers or people with hearing impairments. This makes the experience richer, more intimate, and more equitable, allowing everyone to laugh, cry, and empathize together. In the joint development with test audiences, valuable insights have already emerged: hard-of-hearing individuals prefer to sit in the front to also lip-read, and the AI translation is intentionally delayed by one millisecond for sentence context and precision. Co-creation has proven to be particularly valuable in building a future-proof business model.

Resources

Within HNT, specific people were allocated for the project, and a project leader was appointed. Full support was also provided at the management level. Resistance to the use of AI was actively discussed, including with the software partner who ensured local translation so that theater texts are not used for AI model training.

Partners 

The search for the right tech partner eventually led to the Canadian developer XRAI. Additionally, several national theaters and visitors participated as test partners. HNT not only acted as XRAI’s client but also contributed valuable audience insights and practical experience. Technical challenges – such as poor text quality and system overlap – caused delays but were resolved. Importantly, it was agreed that the non-profit performing arts sector could use the software at a reduced rate. This innovation thus has an immediate sector-wide impact.   

Revenue and Costs 

Although the glasses are expensive, HNT offers Live Text as a service without higher ticket prices for users. The initial investment for the innovation trajectory was made possible in part by DigitALL, the Municipality of The Hague, and other funds. Private and business financiers, funds, and the municipality are being approached for further rollout. This should lead to new audience groups, potential growth in ticket sales, and valuable insights into usage. Additionally, Live Text strengthens HNT’s image as an inclusive theater where everyone is welcome.   

A Digital Enrichment Model 

Live Text is a strong example of how digital innovation can enrich the theater experience and engage new audiences.   

Important Tips 

• Develop from a clear (digital) strategy and not as a standalone project ;
• Ensure internal ambassadors to overcome resistance ;
  • A cross-departmental innovation project generates a lot of enthusiasm through unexpected collaborations. This is important during a trajectory of ups and downs.
• Actively take on good commissioning in technological projects .