The Theatre, a grand escape from reality. A place where not only theatre lovers but also tourists and everyday people purchase a ticket to enjoy a live show. But lately, the theatre industry has hit a rough patch. 

Since the pandemic, ticket sales have gone down, and many productions and theatres have closed earlier than planned. But it’s not because theatre shows aren't good, for there is plenty of talent and good stories. 

The problem is that theatre marketing is not reaching enough people or making them care. 

People, not just theatre lovers but everyone, need better reasons to attend in-person live shows. New kinds of marketing, as well as immersive and creative ideas and styles, are starting to change this. An example of successful theatre marketing is the West End’s revival of Evita. 

This is important for anyone trying to market live theatre, especially now that shows are closing due to low profitability. 

The Current State of Theatre Marketing: What’s NOT Working

Theatre marketing today mostly focuses on traditional marketing methods, like print ads, word of mouth, out-of-home (OOH) advertising, and websites. While these methods work to an extent, they don't always connect with current and younger audiences.

For example, many theatre websites are not exciting or easy to use. They tend to be basic, outdated, or don't capture the magic or uniqueness of the shows themselves. 

Posters and billboards (OOH ads) are limited in reach, too. You only see them if you happen to be in the right city or neighborhood. 

Although these traditional strategies are not terrible or useless, as stated by Michael Bobbitt, the executive director of the Massachusetts Cultural Council, “the business model is severely broken… it hasn’t changed much in the last 75 years.” These strategies are outdated and disconnected from how people discover and engage with the theatre today.

What Is Working in Theatre Marketing 

What is helping theatre today is marketing that puts audiences at the center of the show through immersive experiences, digital storytelling, and interactive engagement.

Immersive theatre is when the audience is part of the show, not just a viewer. This creates an emotional connection between the audience and the show. 

One example is Hamilton. The cast of Hamilton organizes Ham4Ham–spontaneous live cast performances outside of their theatre for the public. These performances are very interactive, for not only does the cast take requests, but they also interact directly with people.

The same thing is starting to happen with theatre marketing. For example, the show & Juliet uses social media to share behind-the-scenes content, respond to comments, and collaborate with influencers. This helps people learn more about the show, get excited, and stay connected.

At the center of all of this is emotional, interactive, and meaningful engagement. Today’s audiences, especially younger ones, are drawn to this authenticity. So, if a show wants to run longer, sell more tickets, become mainstream, and more, this is the kind of theatre marketing that works best. 

One great and currently trending example of this strategy in action? The West End’s revival of Evita.

The Evita Effect: Making the Public Part of the Show

Andrew Lloyd Webber’s Evita is back in London for only 12 weeks at the London Palladium. This run is directed by Jamie Lloyd and stars the talented Rachel Zegler as Evita. 

Evita tells the story of Argentine political leader Eva Perón's life, rise to power, and death. There are moments throughout the show where Evita speaks to the people of Argentina from a balcony. 

Normally, this happens on stage, on a fake balcony, and Evita speaks to other actors and the audience inside the theatre. But this time, it’s different. 

Evita speaks to the public from a real balcony, outside the Palladium, and for free. 

While similar immersive acts like this have been done before, this is more exciting because it's open to everyone at no cost. But this moment is also big because it has invited the public, Londoners, tourists, and more into the world of Evita before even buying a ticket. 

Immersive Theatre Meets Organic Buzz: Evita’s Genius Marketing Loop 

As big crowds gather around the Palladium balcony to watch Zegler’s performances, people record her and the rest of the public's reactions. These live moments, in turn, create a lot of viral attention. 

Watch Viral Moments:

TikTok 1

TikTok 2

Suddenly, the public wasn't just watching Evita, but they were becoming part of it. Although this is an artistic choice and very generous, it is also a very strategic move.  

These public audience moments turn into content, posted and shared across social media platforms like TikTok and digital newspapers like The New York Times. 

• This strategy turns non-theatregoers into prospective ticket buyers.
• This strategy creates buzz and visibility while connecting with audiences at an emotional level. 
• This strategy funnels people further down the marketing funnel: 
• Awareness (you see a viral moment) → Interest (you search the show on Google and on socials) → Consideration (you actually look up tickets/do some research) → Action (you buy a ticket). 

To be clear, this is about not changing a show. It’s about capturing real audience moments and reactions and marketing them.

Okay, But, Who is Doing the Theatre Marketing? 

The public– both theatre fans and non-theatre fans. The marketing team behind Evita didn’t record these viral clips, but they are still getting the benefits due to their organic virality. And with occasional reposts of these viral moments on Evita’s Instagram, the show’s engagement grows online, too. 

According to DEADLINE, ticket sales for Evita have skyrocketed, earning “$200,000 and more at the box office daily… bringing the advance total past $9 million for its 12-week run.”

This is the power of an immersive experience. It is so captivating that people market it for you. It is important for the continuation of theatre that theatre marketers lean in and, if possible, expand on these immersive experiences in an immersive way. 

Turning Viral Moments Into A Smart Marketing Strategy

Even though Evita’s virality is filmed and shared originally by the public, theatre marketers must lean into this, make it bigger, and incorporate such into an intentional theatre marketing strategy. 

Here are a few ways theatre marketers can do that: 

*TIP: Try to keep the same tone and voice (branding) when applying these recommendations.*

• Record audience reactions, both indoors and outdoors, and also during spontaneous moments. 
• Create and share hashtags and story reposts to keep people talking online. 
• Invite influencers to attend shows and share their experience.
• Have giveaways and free ticket opportunities during these live, immersive performances, or for followers of the show on social media.
• Share audience videos and clips across all platforms. 
• Create and post behind-the-scenes content, as well as cast interviews, across all platforms.
• Respond to as many comments as possible across all platforms.
• Include these live moments in other marketing methods, like:
• Trailers and Teasers 
• Email Newsletters
• Special Ticket Deals

The Future of Theatre Marketing Lives Outside the Stage

Theatre marketing cannot stay in the past. Too many shows stop marketing when the curtain goes up. 

Audiences now need more than just posters and websites. People need to feel something. 

Evita shows us that the real marketing opportunity lies outside the theatre.

The most successful theatre marketing strategies now come from real moments, which are interactive, emotional, and fun. Theatre marketers must lean in and market off of and alongside these special moments. For such is how you turn interest into ticket sales–and most importantly, this is the future of theatre marketing.

✍️ Written by Eimy Rios