SOR 48: The Myth of Market Saturation
Based on the responses I’ve been getting from readers here at Sold Out Run, there are a lot of people who are looking around their community and concluding that there are more theatres than their market can comfortably support. How do you thrive as a theatre company when there just aren’t enough people in your area to fill the seats?
I thought maybe this phenomenon was just happening in Indianapolis, but I’m getting emails from people (even from other countries) that are painting a picture very similar to what we have here. There’s been an explosion of new new theatre companies in recent years, and many of them are doing very well at establishing a foothold in the local arts community. How do theatres (both new and old) deal with all this competition?
In this episode:
- a rising tide lifts all ships – a growing reputation for any theatre in your community is going to raise the interest and awareness of live theatre across the board
- live performance isn’t a unique hook anymore – it isn’t enough to explain why a night at the theatre is different than the cinema or curled up in front of a big screen television. Why your theatre?
- people respond to scarcity – if your production is exactly like other productions they might see, there’s no urgency to see this particular show
- what collaborative role do you play in the local arts scene – you aren’t in competition with other theatres when you bring something unique to the table
- you are responsible for reaching outside the theatre community – your cast and crew can tell all their friends who are active in local theatre. It’s your job to connect with people who are not actively involved in theatre already
- SOR 46: Georgeanna Smith – in a previous episode, artistic director Smith explains NoExit Performance has a unique style that fits into the overall arts scene in her market
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