Date Approved

7-22-2007

Embargo Period

3-28-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

Ric Edelman College of Communication & Creative Arts

Advisor

FitzGerald, Suzanne Sparks

Subject(s)

Theater attendance; Theater--Public relations

Disciplines

Public Relations and Advertising

Abstract

The purpose of this investigation was to determine if an integrated marketing communication plan coupled with additional theatre education programs would increase patron growth and increase ticket sales in regional professional theatres and if the younger age cohort (18-24) will support regional professional theatre if supplemental programming meets their needs. This information was ascertained by conducting in-depth interviews over the phone with marketing/communication professionals at four separate regional theatres in each region of the United States. Fifty intercept surveys were also administered at two universities in the tri-state area to the 18-24 age group to see what motivated them to attend and support theatre. The interviews were transcribed and then examined for recurrent frequencies. The surveys were tabulated to look for frequencies and percentages from the subjects' responses. The most significant findings were that the 18-24 age cohort is attending theatre more frequently than expected and that half of the theatre professionals interviewed did not see the changing theatre-goer (18-24 yr olds) as an emerging threat for the theatre industry's continued well-being. Half of the theatres interviewed also did not see supplemental programming as a viable marketing tool to bring the 18-24 age cohort into the theatre.

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