2023
Marketing in the Theatre
Industry
ANDRE LEFRANC
Contents
Introduction .................................................................................................................................................. 2
Central Themes ......................................................................................................................................... 2
The Marketing of Theatres in the Age of Social Media ................................................................................. 4
Advertising as an Effective Promotional Tool for Theatre Marketing in Nigeria ........................................... 5
Exploratory Research of the Theater Marketing and Management - A Case Study of Taiwanese Opera ..... 6
The Impact of Social Media Marketing on the Broadway Industry: A Study of Hamilton: An American
Musical .......................................................................................................................................................... 7
Direct Marketing for Theater Industry in Malaysia: Conceptual Analysis and Strategy ................................ 9
Conclusion ................................................................................................................................................... 11
Synthesis of Key Findings Across Studies ................................................................................................ 11
Common Themes and Insights ................................................................................................................ 11
Final Thoughts ......................................................................................................................................... 12
References ................................................................................................................................................... 13
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Introduction
The landscape of theatre is as rich and diverse as the cultures and communities it serves.
From the towering stages of Broadway to the intimate settings of local opera houses in Taiwan,
the theatre serves not just as an entertainment venue, but as a cultural beacon. However, with the
advent of new media and the shifting paradigms in how audiences consume content, theatres
worldwide face unprecedented challenges in maintaining relevance and economic viability.
The following essay offers an intricate tapestry of research studies examining theatre
marketing across different geographical and cultural contexts—Italy, Nigeria, Taiwan, the United
States, and Malaysia. These studies explore various aspects of marketing and management
strategies employed in the theatre industry, each with its own set of unique challenges and
opportunities. At the heart of these investigations lies an urgent question: How can theatres adapt
and thrive in the age of digital media and diversified audience expectations?
Central Themes
The Marketing of Theatres in the Age of Social Media: This study focuses on Italian theatres and
their attempts to engage audiences through social media platforms. It poses vital questions about
stakeholder engagement and examines the economic impact of these strategies.
Advertising as an Effective Promotional Tool for Theatre Marketing in Nigeria: This research
highlights the declining state of theatre arts in Nigeria, underscoring the importance of effective
advertising in reinvigorating interest and attendance.
Exploratory Research of the Theater Marketing and Management - A Case Study of Taiwanese
Opera: This paper delves into the history and current status of Taiwanese opera, suggesting
strategies to combat declining interest and resource misallocation in central Taiwan.
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The Impact of Social Media Marketing on the Broadway Industry: A Study of Hamilton: An
American Musical: This study illuminates the groundbreaking marketing strategies employed by
the Broadway musical Hamilton, which succeeded in diversifying and expanding its audience
base through effective use of social media.
Direct Marketing for Theater Industry in Malaysia: Conceptual Analysis and Strategy: Lastly,
this paper focuses on the untapped potential of direct marketing in the Malaysian theatre indus. It
discusses the unique challenges posed by this context and how direct marketing can help address
them.
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The Marketing of Theatres in the Age of Social Media
In an era dominated by the attention economy and information overload, the marketing
strategies for theatres are undergoing significant transformation, especially with the rise of social
media. The study scrutinizes the role of marketing, particularly via social media platforms, in the
economic performance of theatres in Italy. Three research questions are posed: whether theatres
are tailoring their marketing to attract different stakeholders, the tools used for such engagement,
and the impact of these strategies on economic performance.
The study employs interdisciplinary perspectives—integrating attention economics,
management sciences, and sociology—to examine how attention operates as a scarce resource.
Two main approaches to attention economics are highlighted: provider-focused and consumerfocused, both of which are crucial for theatres seeking to capture and retain audiences. The study
delves into the concept of the "participatory attention economy," which describes behavior on
social media emphasizing network-based cooperation and information circulation.
A sample of 100 Italian theatres is analyzed between 2011 and 2013, employing K-means
cluster analysis to classify them based on advertising and fundraising efforts. The results show a
positive correlation between advertising and revenues, confirming that capturing attention can
indeed lead to economic gains. However, while social media has been successful in engaging
audiences and increasing single ticket sales, it hasn't shown significant efficacy in season ticket
sales or stakeholder involvement.
Overall, the study argues for a multi-faceted marketing approach in the management of
cultural organizations. It emphasizes that social media can play a vital role in capturing attention
and contributing to revenue growth but suggests that it cannot be the sole driver of increased
revenues. As theatres grapple with funding cuts and stiff competition, embracing a
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comprehensive marketing strategy that incorporates traditional and digital channels becomes
imperative. The study concludes that theatres have a promising but challenging road ahead in
maximizing stakeholder engagement and revenue diversification through social media and other
marketing tools.
Advertising as an Effective Promotional Tool for Theatre Marketing in
Nigeria
The study investigates the decline of theatre practice in Nigeria, attributing it to poor
audience turnout and technological advancements that have overshadowed traditional stage
productions. It proposes the importance of effective advertising as a tool to reinvigorate theatre
arts and attract audiences. The study is grounded in the Uses and Gratification Theory (UGT),
which suggests that media serve to fulfill the audience's needs, thereby empowering them to
make informed choices.
The paper focuses on advertising as a form of business-to-business communication
crucial for creating public awareness about live stage performances. The authors emphasize the
value of advertising in capturing emotional drives to motivate audiences. Multiple channels are
cited for advertising, including traditional media like radio and TV, as well as new media
platforms such as social networks and podcasts. The study posits that these avenues offer theatre
practitioners an edge in reaching varied audience demographics more efficiently than other
methods.
The paper also draws attention to the role of advertising agencies in theatre marketing.
These agencies provide specialized services, from purchasing airtime to crafting persuasive
messages, thereby offering an objective standpoint often missing from theatre administrators.
Two key departments within these agencies are highlighted: the creative department, which
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houses specialists like designers and copywriters, and the research department, responsible for
market analysis and issue identification. The interplay between these departments creates
effective advertising strategies, filling the technical gap that theatre administrators may lack.
Critics of advertising in theatre marketing argue that it can be biased and manipulative,
sometimes employing inappropriate language. However, the study concludes that the benefits
outweigh these criticisms. Advertising stands as a persuasive and powerful tool that can
reanimate the theatre scene in Nigeria by effectively communicating with and attracting a wider
audience.
Exploratory Research of the Theater Marketing and Management - A
Case Study of Taiwanese Opera
The study explores the evolving landscape of Taiwanese opera, focusing on its varying
popularity across different regions of Taiwan and the impact of historical, political, and social
factors. Taiwanese opera, a traditional art form, has adapted to changing audience needs and
technological advancements over time. While northern Taiwan has refined performances and
southern Taiwan engages in freestyle O-pei-la-hi performances, central Taiwan has struggled
with waning interest and resources.
Historically, Taiwanese opera gained significant traction during the Japanese Ruling
Period, later influenced by post-World War II developments under the Kuomintang government.
However, excessive artistic crossover and rapid popularization have somewhat diluted the art
form's intrinsic beauty. Political changes from the 1990s to 2000s allowed for exchanges between
artistic groups, resulting in full-scale and refined performances with elements borrowed from
other cultural theaters.
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Resource allocation has posed significant challenges in central Taiwan, where the 1999
Jiji earthquake led to limited resources being channeled towards relief efforts. Local
governments also focused on promoting other folk arts like Hakka tea-picking opera,
diminishing the focus on Taiwanese opera. Misallocation of funds and underestimation of opera
troupes' competencies have further contributed to the decline in central Taiwan.
The paper recommends several strategies to revive Taiwanese opera in central Taiwan,
particularly given the influence of online media. It suggests that troupes should leverage the
internet to reach broader audiences, such as uploading micro-Taiwanese opera performances for
free viewing. It also calls for more organic support from audiences rather than relying solely on
government subsidies. This involves improving operational efficiencies, engaging in active
online publicity, and building a positive public image for the opera troupes.
Overall, the study provides a comprehensive analysis of the intricate factors affecting
Taiwanese opera's popularity and suggests strategic directions to foster its growth in central
Taiwan.
The Impact of Social Media Marketing on the Broadway Industry: A Study
of Hamilton: An American Musical
The study examines the transformative impact of social media marketing on the
Broadway industry, focusing on the success of Hamilton: An American Musical. Traditional
Broadway marketing has been marked by high costs and a fairly stagnant, older, and
predominantly Caucasian audience. In contrast, Hamilton leveraged multiple social media
platforms—Instagram, Facebook, Twitter, YouTube, and TikTok—to attract a younger, more
diverse audience.
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Hamilton's multi-platform strategy includes unique tactics tailored for each social media
channel. For example, it makes extensive use of Facebook Live for real-time Q&As, allowing
fans to engage directly with the cast. On Instagram and Twitter, the musical shares usergenerated content, fostering a community of fans who not only follow the show but also
contribute to its social media presence. This strategy has enabled Hamilton to build a fanbase
much larger and more engaged than that of other Broadway shows. By March 2022, Hamilton's
Instagram had 1.7 million followers, its Twitter almost 1.1 million, and its YouTube page over
622,000 subscribers. These numbers far exceed those of other popular productions like Dear
Evan Hansen and The Lion King.
Another significant aspect of Hamilton's success lies in its content and representation.
The musical broke the mold by featuring a nearly all non-white cast portraying historically white
figures, appealing to a broader demographic. This inclusive casting, combined with modern rap
and hip-hop music, resonated with a global audience. Beyond that, Hamilton's social media
accounts actively champion social justice causes, which not only aligns with the musical's
themes but also keeps the audience engaged long after the show's premiere.
The study concludes that Hamilton's innovative social media marketing has led to
unprecedented levels of engagement and ticket sales, serving as a blueprint for other productions.
Hamilton generated over $27 million in pre-opening ticket sales and reached far beyond the
traditional Broadway demographics to include younger and more ethnically diverse audiences.
As the Broadway industry faces the challenges of rising production costs and a shifting media
landscape, Hamilton's social media strategy offers valuable insights into how to successfully
navigate these challenges and broaden the appeal of theatre to new audiences.
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Direct Marketing for Theater Industry in Malaysia: Conceptual Analysis
and Strategy
This paper delves into the underutilized potential of direct marketing strategies in the
theatre industry, with a specific focus on Malaysia. Despite the prevalent use of mass advertising,
the paper argues that direct marketing offers a valuable alternative, providing data-driven
insights for market segmentation and long-term customer relationship building. In the
competitive field of entertainment, theatres not only face the challenge of audience engagement
but also of economic sustainability. By employing direct marketing techniques such as direct
mail, mobile messaging, and e-newsletters, theatre organizations can achieve targeted promotion,
thereby reducing marketing costs.
The study highlights the unique nature of theatre services, which are assessed
subjectively by audiences based on emotional and aesthetic engagement. This complicates
traditional marketing but makes direct marketing particularly effective for building long-term
audience loyalty. For instance, the paper suggests tailoring marketing messages to segmented
audience groups, such as promoting a traditional theatre like 'Randai' differently to school youth
and literary arts lovers.
Moreover, the paper emphasizes the significance of customer databases for sales,
promotions, and future strategic decisions. These databases can be enriched through various
sources including manual transactions, secondary studies, and electronic registrations. Such
extensive data is particularly beneficial for theatre organizations as their audiences tend to have
longer lifespans compared to commercial goods and services. The paper also outlines the role of
online channels, from e-post-cards for feedback to the use of social media platforms for costeffective promotion.
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Lastly, the paper identifies specific challenges in the Malaysian context, such as limited
reach beyond major cities due to facility and funding constraints. It concludes that direct
marketing strategies can mitigate these challenges by leveraging customer data for more
effective and economical promotion, thus highlighting its significance in enhancing the theatre
industry's sustainability.
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Conclusion
Synthesis of Key Findings Across Studies
The landscape of theatre marketing is evolving rapidly, influenced by factors such as
technological advancements, demographic shifts, and changing consumer behavior. From Italy's
exploration into the participatory attention economy to Nigeria's focus on effective advertising,
these studies demonstrate the diverse approaches to capturing and retaining audiences. Similarly,
the case of Taiwanese Opera reveals the interplay of historical, political, and social forces on
theatre marketing and management. Hamilton's game-changing social media marketing strategies
offer groundbreaking insights into engaging younger and more diverse audiences. Lastly, the
study focusing on Malaysia emphasizes the importance of direct marketing in a highly
competitive and evolving industry.
Common Themes and Insights
Digital Transformation: Social media and online platforms have profoundly impacted theatre
marketing. However, their efficacy varies depending on factors such as target demographics and
the nature of the productions.
Attention Economy: Whether it is Italy, Nigeria, or the Broadway industry, capturing audience
attention is paramount. The means may differ, but the objective remains the same: seize attention
to convert it into economic gains.
Audience Segmentation: Tailoring marketing strategies to cater to distinct audience segments is
vital. Whether through advertising, as in Nigeria, or direct marketing in Malaysia, segmentation
helps in effective and efficient resource allocation.
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Role of Traditional Media: While digital channels are growing in significance, traditional forms
of media such as TV and radio still have a role to play, especially in regions with less internet
penetration.
Holistic Approaches: It is crucial for theatres to employ a multi-faceted approach that integrates
both traditional and digital channels. No single marketing avenue can serve as a magic bullet.
Social and Cultural Influences: From Taiwanese opera to Hamilton, social and cultural factors
have a significant influence on marketing strategies and their effectiveness.
Economic Sustainability: Across the board, there is a pressing need for theatres to balance artistic
objectives with economic sustainability, particularly in competitive and financially constrained
environments.
Final Thoughts
As the studies reveal, theatre marketing is a complex, multi-dimensional field influenced by a
plethora of factors ranging from technological advancements to social issues. As we move
forward in this digital age, theatres worldwide face both a promising and challenging road ahead.
Success will hinge on the ability to adapt and innovate, drawing from a rich tapestry of both
traditional and modern marketing methods.
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References
Ridzuan Masri. Direct Marketing for Theater Industry in Malaysia: Conceptual Analysis and
Strategy. The International Journal of Arts, Culture and Heritage. Vol. 2 (2013).
Pontelandolfo, Jordan, "The Impact of Social Media Marketing on the Broadway Industry: A
Study of Hamilton: An American Musical" (2022). Senior Theses. 506.
Yang, C. H., Lin, C. W., & Shih, K. H. (2021). Exploratory Research of the Theater Marketing
and Management-A Case Study of Taiwanese Opera'. International Journal of Performance
Measurement, 11(1).
Irek, N. E. (2018). Advertising as an Effective Promotional Tool for Theatre Marketing in
Nigeria. EDITORIAL COMMITTEE, 47.
Besana, A., Bagnasco, A. M., Esposito, A., & Calzolari, A. (2018). It's a Matter of Attention: The
Marketing of Theatres in the Age of Social Media. International Journal of Arts Management,
20-37.
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