Thesis
Strategies of theater to attract audiences: a case study from three theaters in the U.S.
Master of Science (M.S.), Drexel University
Mar 2021
DOI:
https://doi.org/10.17918/00000556
Abstract
This thesis aims to explore the theater and audiences, including how theaters have attracted and maintained audiences during the COVID-19 pandemic. Interviews were conducted with staff members at three different theaters throughout the United States: Playhouse on the Square, Dayton Live and Shea's Performing Arts Center. Interviews addressed analysis and research of the theaters' target audiences, marketing strategies and participation, and the barriers theaters confront when attracting audiences. Overall, the findings reveal that theaters have developed new marketing strategies to attract audiences during the pandemic. Social media and online performances have functioned as a bridge between theaters and audiences, with theaters continuing to provide performances which the audience can watch at home. This case study could serve as a reference for theaters to attract and maintain audiences during the pandemic or future crises that interrupt in-person performances.
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Details
- Title
- Strategies of theater to attract audiences
- Creators
- Xinzi Cai
- Contributors
- Pamela Yau (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- ix, 63 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Arts Administration; Arts and Entertainment Enterprise; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991014941447804721