Is digital replacing the physical – that’s the hotly debated question. In some instances it might make sense, but the digital and physical still co-exist. Encouragingly a look at cinemas shows that it is not a zero sum game (Harvard Business Review). Digital appears to attract new audiences and, provided the physical experience is distinctive, audiences for the live experience remain. For me, this underlines how important it remains to purposefully look after and invest in the physical visitor experience (post-lockdowns).
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