LEVERAGING ON DIGITAL PLATFORMS IN THE PROMOTION AND MARKETING OF THEATRE PRODUCTIONS: A CASE STUDY OF TWO PRODUCTIONS

ABSTRACT

This study gives a research on the comparative relationship between the traditional methods and the modern digital techniques use in the promotion and marketing of theatre productions. Recognizing the crucial role of the digital platforms in shaping the experience of a stage performance, this study aims to shed light on the multifaceted nature on this interaction. This study employs a literary and analytical methodology to investigated the nature of digital platforms in promoting theatre performances. Two stage productions of Thespian 19 of the University of Benin were use to gather data of audience engagement on both the online platforms and also the live stage performance. The initial analysis surgest the use of both traditional methods and digital platforms for promotion and marketing of theatre production and how it can be use to reach out to a targeted audience or wider range of audience for any stage performances. Surprisingly, the emotional resonance of a theatre performance emerges as a significant predictor of audience engagement. The data gathered underscore the complexity of the digital and theatre relationship, highlighting the need for a nuanced understanding of digital platform in the context of live event. To increase audience engagement and cultivate stronger connections with performances, it is recommended to implement modern digital promotion and marketing approaches that resonates with reaching out to diverse audience.