My colleague in the UK told me about the hottest exhibition ticket in London at the moment: the British Museum’s Pompeii show.

She was disappointed to find out that it was completely sold out. She went to the show anyway – via a live video feed of a curated tour last Tuesday. The Museum streamed highlights of the exhibition live into more than 100 theaters around the UK to reach out to those people who did not manage to get tickets.

Venues in 51 countries, including China, Colombia, India, Israel, Malta and Norway, have now signed up to show a recording of the live UK broadcast which my colleague attended; as a result, people of all ages and from all places will be able to share the wonders of a story that has captured their imagination from a comfortable seat at their local cinema.

This trend started a few years ago with sold out theater shows and music concerts (Danny Boyle’s Frankenstein is a perfect example), but the reach of video experience of live events is now being expanded to all areas of our personal lives and it brings people together.

It makes perfect sense when you think about it. It goes beyond going to a bar to watch a football game live on national TV; you can have an expert address you live from an event that is taking place which you would have otherwise missed out on. It does not get more real and interactive than this.

Business are adopting the same strategy

In the increasingly social and collaborative age, businesses are adopting the very same strategy.  The CEO can no longer “gather the troops” in the same room to share important decisions or marshal action around a new direction. With live streamed video, she is able to reach everyone with an almost-as-good-as-being-there experience.

An added benefit: the event can be made available for viewing on demand for team members unavailable for the live broadcast. This is an imperative for globally dispersed organizations and 24/7 businesses.

As Oscar Wilde said, “Life imitates Art far more than Art imitates Life.” And Art is being broadcast live now to expand the sharing of unique experiences.  Businesses can and should do the same to keep their employees engaged and aware.