About

The Théâtre du Châtelet is one of Paris’s most iconic cultural venues. Since its opening in 1862, it has hosted bold and diverse programming, including theatre, opera, ballet, and musical theatre. Each season, it welcomes international artists and a broad, engaged audience.

Goals: Supporting a digital shift and enhancing the visitor experience

In the context of redesigning its website and replacing its phone-based reservation system, the Théâtre du Châtelet sought to improve how it serves and engages with its audiences online.

The goals were to:

• Provide a simple and efficient tool to answer frequent visitor questions
• Reduce the workload on the reception team
• Guide the public through a smooth digital transition without compromising the quality of service

A custom-built chatbot, powered by AI and embodied by Miss Knife

Together with Ask Mona, the Châtelet launched a conversational chatbot, embodied by Miss Knife, a fictional character closely linked to the spirit of the theatre. Accessible 24/7 on the theatre’s website, the chatbot helps visitors with practical information on:

• Ticketing and reservations
• Exchange and refund policies
• Upcoming shows and calendar

The chatbot has successfully relieved pressure on the box office, while offering round-the-clock support to both first-time and returning visitors.

From service assistant to promotional tool

Beyond answering practical questions, the chatbot quickly evolved into a marketing and engagement tool.

For instance, during the show Cole Porter in Paris, the bot featured a musical blind test that added a playful, interactive layer to the audience experience while promoting the event.

The chatbot is now used to:

• Animate the website with interactive content
• Highlight key shows and seasonal launches
• Encourage deeper engagement with the theatre’s programming

A successful escape game for Heritage Days

During the European Heritage Days, the Théâtre du Châtelet and Ask Mona co-created a chatbot-powered escape game to guide visitors through a self-led tour of the venue.

The experience addressed several key objectives:

• Enhancing free visits by offering context and stories without on-site signage or mediators
• Managing crowd flow to increase capacity during a high-traffic event
• Encouraging audience participation through storytelling and gamification

Key results:

• 884 participants in 6 hours
• 25% completed the full journey
• 172 emails collected for the theatre’s CRM
• 116 users explored the theatre’s guided tour offer after completing the game

The escape game was designed around narrative characters linked to key locations in the theatre (such as the Joséphine Baker gallery or the Juliette Gréco lounge), creating a personalized and memorable visit.

Conclusion

Since 2019, the Théâtre du Châtelet has transformed its chatbot from a simple helpdesk into a true driver of cultural promotion, audience engagement, and data collection.

Key benefits:

• 24/7 practical support
• Reduced pressure on phone lines and in-person staff
• Interactive and engaging tools for marketing and storytelling
• Measurable results in terms of reach, participation, and CRM growth