One Wise Way to Attract a Bigger Audience
Fast Company highlights New York’s Signature Theatre Company and its milestone of selling its one millionth ticket through its Signature Ticket Initiative, which allows the theater to sell $35 tickets.
“No age restrictions. No lotteries. No rush lines. Just quality plays for a fraction of what you would typically pay to see a show in Manhattan,” writes reporter Christopher Zara.
Zara continues: “The company says its audience demographics speak to the program’s success. Almost 60% of Signature’s audience members had a two-person household that makes under $100,000 a year. Contrast that to a typical Broadway-goer who comes from a two-person household that makes more than twice that, according to stats from the Broadway League.
Moreover, almost a third of a Signature’s audiences are under the age of 50, and 28% are people of color. And perhaps most impressively, 15% of ticket buyers last season were new to Signature, a sign that the initiative is helping at least some people discover the joy of live theater for the first time.”
Earlier this month, we highlighted an article about Citizens Theatre in Glasgow selling tickets for as little as 50p.
These two theaters have found ways to offer affordable tickets and expand their audiences.
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