The aims of this conceptual paper are to explore how big screens might be deployed
in the events sector in the future, explore the issue that may emerge from their
diffusion, and propose a research agenda for their study within this context. Research
questions driving this analysis were: In what ways is the big screen currently being
used at special events? How might big screens be used at special events in the future?
What research is required to assist the event sector to take advantage of the big
screen? A brief history of the big screen is provided, and a range of possible issues
resulting from the diffusion of the big screen in the event sector are posed. These
issues include dispersing the main spectacle; increasing access to events; increasing
the reach of sponsorship to new audiences; creating a sense of community;
cannibalising the market; and crowd safety in public spaces at satellite events. A
series of questions posed through the course of this paper provide the impetus for
various lines of inquiry on the topic.