Film at Peninsula Arts

A ground-breaking collaborative initiative which uses a mobile app to measure the quality of cultural experiences is set to transform appreciation of the arts and enhance engagement between individuals and cultural organisations.

Artory – which launches today (January 30) – has been designed and developed by i-DAT (the Institute of Digital Art and Technology) at Plymouth University, in partnership with graduate spin-out company Elixel and 11 of Plymouth’s leading arts and cultural organisations.

It aims to become a one-stop what’s on guide to arts, theatre and music events, but its interactive nature means users can receive personalised listings and incentivised offers, while cultural venues and organisations can get feedback about their events and how they might be improved.

The software behind Artory is open-source, meaning once its year-long pilot in Plymouth is complete, it will be available for use by other cities to promote their cultural activity.

Dr Birgitte Aga, Operations Director at i-DAT, said:

“Artory is a ground breaking new tool which can raise the profile, quality and engagement of arts and culture. It will give people the chance to unlock new cultural opportunities, while providers gain a new way to learn more about their visitors and their experiences. The initial response to Artory has been hugely positive, and we already have other towns and cities who are excited about the impact it could have on their communities.”

i-DAT has previously been involved in a number of high profile projects, including Qualia – a digital technology initiative which measures a person’s mood while experiencing a show, exhibition, installation or movie – and Resurgam, which saw hundreds of gamers using mobile technology to navigate their way around Plymouth’s maritime heritage.

Their latest innovative app allows users to earn Art Miles®, which can be exchanged in participating cultural venues for drinks, discounts and VIP events.

Importantly, the real-time data analytics provided by user feedback through the Artory system, gives the venues vital information about their audiences that can inform and secure investment for future cultural programming.

This city-wide initiative has been produced by i-DAT and Plymouth Arts Centre with a number of collaborative partners: Peninsula Arts at Plymouth University, Theatre Royal Plymouth, Barbican Theatre, Plymouth City Museum and Gallery, The Gallery at Plymouth College of Art, KARST, Ocean Studios, Take a Part, Plymouth Dance and Plymouth Culture. It is funded by Plymouth Arts Centre, i-DAT, Elixel, Destination Plymouth, Plymouth City Council and Plymouth Culture.

To mark the launch of the project, Peninsula Arts is offering discounts on its films and talks - and some of its musical events - to those who book through the Artory app.

The app can be downloaded from or via the App Store or Google Play. Arts and culture organisations interested in being involved in Artory can contact Birgitte Aga at i-DAT via

Artory will give people the chance to unlock new cultural opportunities, while providers gain a new way to learn more about their visitors and their experiences

Dr Birgitte Aga, Operations Director at i-DAT