MARKETING AND AUDIENCE DEVELOPMENT FOR EMERGING THEATRE COMPANIES

ABSTRACT

This study investigated the impact of “Marketing and Audience Development for Emerging Theatre Companies. Inneh Theatre Troupe was used as case study. The study identified the challenges of marketing and audience growth in theatre companies. The objectives set out in the study were to investigate the marketing practices, the strategies, increase visibility and to actively involve full participation of the audience in theatre companies, to achieve this aims, an in-depth interview (IDI) was adopted as an instrument for data collection. Findings revealed how audience development and marketing strategies are essential for emerging theatre companies, thereby attracting the rightful audience for various performances and improving their financial situations. The study recommended that financial support is necessary. Theatre companies should be able to have strong platforms that would be able to generate revenues, particularly emerging theatres. The study encourages collaborations or partnerships between theatre companies to promote each other’s companies, productions and artistic visions. Also theatre companies needs to create comprehensive marketing plans that speak to the target audience and clearly communicate the benefits of seeing their shows or performances.