This week, I stumbled upon a struggle that is ever present in the theatre community, which is how to fill theatre seats and get the people to keep coming back for more. Theatre has the power to affect a culture, to make them ask questions, and to feel, which is a rare occurrence in our increasingly technology dependent society. But, the art of theatre cannot use its power for good if nobody is there to experience it. How can theaters gain a larger audience? Is a free or reduced ticket all it takes to transform the middle class into theatre regulars? In pursuit of the answers to these questions, I commented on two blogs that offer information and some opinion on the matter at hand. The first blog entry that I comment on is that of theatre critic and freelance writer Chloe Veltman, a nominee for "Best Columnist" at the 2006 "Pubbies" Awards. She discusses the Free Night of Theatre, where participating theaters across the nation offer just that: a free night of theatre. Veltman questions whether or not this ploy is actually effective in gaining, converting and maintaining and average Joe (or Josefine) into a theatre enthusiast. While she explores a free theatre ticket program, there are other efforts being made to pack houses, like Los Angeles' own Center Theatre Group's discounted ticket program. Diane Haithman, a staff writer at the LA Times and a graduate of the Univ. of Michigan, wrote a very informative blog about the efforts CTG (see image, below) is making to appeal to the middle class. In my comments to both Haithman and Veltman, which I have included, I ask if the ticket prices are the sole reason for poor attendance. The target audience that theaters are seeking is growing increasingly diverse, and I wonder if the plays being produced are reflecting this. It could very well be just a simple supply and demand issue: supply the people with what they want-- with what they need -- and maybe selling tickets will cease to be an issue. Comment:
Thank you Ms. Veltman for taking the time to explore what I believe is the latest and currently most trendy fix all plan to fill empty theatre seats: giving away free tickets. Theatre is a powerful art form, capable of healing, expression and change, but none of this is possible if no one is there to see it. You write specifically about the Free Night of Theatre, which I think is a great example and sort of "test event" to review the results and deem whether or not the program is effective. The statistics you give for the Free Night campaign are very helpful. Including them makes your writing more credible, giving the reader a sense that you have invested time and research into your writing. You make a good point when questioning the extension of free tickets to more than just one night, but I think it could be a good thing. It gives potential new theatergoers flexibility that might be just what they need to actually make their way to the playhouses. Plus, instead of one night, theatre is on the brain for nearly an entire month. The most effective question that you asked, which concerned the basic principle of giving away tickets, was "how does offering free tickets... affect the economic situation of the theatre companies involved?" Name a theater and they probably need money. So, if they are giving up some of their earnings as a marketing ploy, is the investment paying off? If it is not, what is your insight on what could be a good strategy in packing out the theatre houses of America? Is there a way, or is theatre really a dying art that the majority would rather let die? I wonder if the right plays are being produced, maybe people have a need to see something different. The U.S. is becoming more and more diverse, and I have to ask: are we telling the right stories? Today's target audience is composed of various ethnicities, religions, sexual orientations, and cultures. I believe that the body of work being produced should reflect that. Whatever the answers to all of these questions may be, it is my great hope that more people will realize what they are missing and head to their nearest theatre to get their latest fix of what should be their new addiction.
Comment:
I would like to thank you Ms. Haithman for
writing such an informative post on the implementation of the reduced price ticket program that is under way at CTG. Theatre can be a vehicle for social change, cultural expression and human connection, but only if people are there to engage in the process. Filling seats is the hot topic in the theatre world right now, which makes what you have to say very relevant. It is clear that the productions at CTG are produced on a grand scale, so giving tickets away would be out of the question, because as the the CTG artistic director Michael Ritchie says, "selling tickets is the primary purpose [of the program.]" Do you think discounted tickets are a more effective way of drawing the crowds in? Or in these times of economic uncertainty, is a free ticket the only way to get a butt in the seat? Could the problem be deeper that the cost of a ticket? Your post identifies the middle class as the target for the cheap ticket campaign, but I wonder if maybe theaters are not producing the right plays. The population is growing more divers with the opening and closing of every theatre season, especially in Los Angeles, which poses the question: whose stories are we telling and are these stories representative of the people we want to convert into regular theatre goers? Whatever the remedy to this "audience drought" may be, I am glad that CTG is making and effort to lure the middle class into the theatre. If you discount it, they will come. Let us hope this is true.
1 comment:
Krystal,
Your post exploring the problems within the industry of Theater and the potential solutions for them is very thoughtful and interesting. Your choice of blogs is appropriate and relevant to the current situation of Theater at this moment. I think that cutting prices and ticket deals are a great way to lure in audiences, but I also think there are other reasons why people are not going to theaters nowadays. I feel that theaters should think of new and contemporary ways to advertise their performances. Television might be a great vehicle to get people more informed about theater performances. You question the two blogs about maybe obtaining viewers through more contemporary plays to appeal to the changing demographic. I feel that's not completely true since there are many plays that play against tradition and the norm. For example, "Wicked" seemed to appeal greatly to young women by subverting the tale of "The Wizard of Oz." The Reduced Shakespeare Company also attracted a massive young audience by modernizing the plays of William Shakespeare. And at one point, I attended a sign-language musical version of "The Adventures of Huckleberry Finn." It's true what you say, I agree that Theater can offer much more intimacy and enjoyment than other more technology related leisure activities. But I don't believe that it is a dying art. Theater will survive and continue on since it can offer what very few films, video games, and the Internet can offer--a live show. Now, it's all a matter of getting people watching.
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