Nothing sells a show like another show.
You’ve heard the aphorism “a rising tide lifts all boats”, right?
Well, I’ve got my own related Kenism that goes something like this . . . “A sold out show is the best way to sell out another show.”
Hits beget hits. Phenom shows like Mormon, Wicked, Phantom, Rent, etc. are great for our industry, because the audience response is so nuclear, that guess what an audience member most likely wants to do after they see it?
Answer? See another show.
It’s common psychology. Human beings seek pleasure and avoid pain.
So, it only makes sense that if your audience has immense pleasure at your show, they’re going to be more inclined to repeat that experience sooner rather than later.
And that means, when there’s a hit happening, you should ramp up your marketing.
This concept works best for regional theaters, community theaters, non-profits, and subscription houses. Got something selling out, getting great reviews, and making audiences go wild? Use the extra cash in the bottom line to pump up the marketing budget to make sure your audience doubles down for the next show, or the next six shows.
It’s a harder game to play on the Broadway, but when shows like Spider-Man and Mormon attract so many casual theatergoers, it may be up to the rest of the shows to increase our efforts to help turn them into regular theatergoers.
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