Platform gives audiences new role

A core tenet in the study of theatrical performance says that the audience is more than a passive observer but possesses the power to inform creative pieces as they unfold.

Data-backed companies such as Alibaba Pictures are flexing their muscles to use technology to recapture what has been lost in the relationship between the creator and the consumer.

The film financing and production arm of Alibaba Group recently upgraded its "Beacon Platform", a data-driven solution assisting film producers to maximize efficiencies in advertising, performance monitoring and analyzing consumer metrics.