THEATRE PUBLICITY AND DIGITAL MARKETING

ABSTRACT

This research explores the vital role of Digital Marketing and Publicity in theatrical productions and the theatre as a whole specifically using the play production "Drums of War" staged by the 200 level students at the University of Benin Theatre Arts Department, as a case study. The primary purpose of this digital marketing approach is to cultivate a favorable perception of the play, generate income, aid audience attendance and drive ticket sales for the success of the production. Most importantly implementing the use of various digital means of marketing and promotion such as social media networks like Whatsapp, Twitter, Tiktok, Instagram and Youtube as publicity major mediums. Survey design is the methodology adopted for the study using questionnaires as the primary instrument. The population for the study are students or members of audience that attended the “Drums of war” theatrical production staged in the Theatre Hall University of Benin, while 150 students were randomly selected using the questionnaire to get responses from them as regards the performance and research. Findings revealed that among others; students are exposed and enlightened on theatrical productions through effective publicity and digital marketing, as it is very effective in our modern age in creating awareness and information. Based on the information gathered from this survey, the researcher recommends that theatre departments should diversify their advertising and promotional strategies to adjust to modern changing conditions and reach a larger audience. In conclusion, Digital marketing serves as a crucial avenue for securing sponsorships, promoting advertisements, and implementing various welfare funding strategies aimed at bolstering the development of the theatre.