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ABSTRACT
Despite the fact that theatres are economically viable nationally and globally, the potentials of university theatres in government owned universities (Federal and State) in Nigeria, are yet to be fully maximized to generate financial resources for their development and the university in general. Contextually, the Department of Theatre/Performing Arts are programmed towards academic exercise than commercial or business construct and making of professional artists. However, with the establishment of private universities and adjunct Department of Theatre/Performing Arts, the university theatres in government owned universities would be facing stiff opposition and competition in the production and sell of artiste goods and services. Perhaps, these arguments generate further questions, thus; what are university theatres in government owned universities for? How resourceful are university theatres in Nigerian government owned universities? This paper posits that theatre is a business venture and the university theatres in government owned universities like the UNIBEN Theatre, have the potentials to be made economically vibrant ventures in Nigeria through proper approaches and adoption of the ideas of commercialization, adoption of digital art marketing, and most importantly, improved funding. In terms of research design, the paper relied on content analysis and personal observation to advance its position. The paper concludes that the university theatres in Nigeria (UNIBEN Theatre) could benefit from adopting partial commercialization by selling some artistic goods and services to generate income for its sustenance and progressive development.
