Cinematic vs. Stageplay Thinking - Technology

I titled this post because I think these two issues overlap. Cinematic storytelling relies more on technology whereas dramatic storytelling does not.

I am furiously looking for an article I read within the last week about how theatre lags technically. I agree with that. I can't believe how reluctant people are to use technology. Often the protest is that it will take away from the performance. I can see that (and agree) if it's over used. But let's take something simple, like sound. Sound's ability to immediately put an audience in a time and space is incredibly effective. Why wouldn't you want to do that, especially with the impatience of today's audiences?