||How local theatre groups develop in an environment of which arts and cultural activities gradually flourishing? Are there more and more chances or difficulties that a local theatre company will encounter nowadays? Generally speaking, due to fewer competitors, local performing groups always monopolize in a specific region. Therefore, establishing self-brand, communicating with audiences and maintaining relationships with audiences are what the local performing groups should pay attention. |
A case study is selected as research method to discuss audience development of Bean Theatre. How does the company apply marketing strategies to keep the present audiences and attract more potential audiences? Methods of data collection are interviews, focus group interviews, document analysis, questionnaire analysis and observation. Conclusions are as follows:
1. The main audiences of Bean Theater: Most audiences are preschool children and elementary school students (1-4 grade). Most of them are from middle-class families, and their mothers are well-educated. The plot of the drama is the primary consideration, which influences audiences’ willing of buying tickets. The price of performing, time and location of the theaters are other factors that affect audiences’ buying decisions. Members concern about the performers, music in the play and presentation of the drama. The members also are interested in participating other arts and cultural activities. On the other hand, non-members prefer to interact with actors and actresses. The amusement of performance is the first consideration for them to buy tickets. Besides, when non-members are unfamiliar with performing arts groups, they would like to buy tickets of famous groups.
2. The current situation of the Bean Theater: A position of an organization is related to its programs. How to maintain the amount of cash is the problem that the Bean Theater faces now. The Bean Theater is devoted itself to create more possibilities in drama education and programs. Because children are main audiences, the Bean Theater is concerned about the interaction among parents and children. The Bean Theater develops a method of marketing by itself. However, the biggest problem faced now is the cross-regional marketing: how could audiences get the news of Bean Theater from much information and go to buy ticket for its shows?
3. Analysis of audience development: Different marketing strategies are generated due to various audience developments. Arranging short productions, using new arts elements to attract new audiences, reproducing classical dramas and annual big shows are strategies to build good reputation. The goal is focused on improving the relationship with audiences and increasing audiences’ participation in other productions. The outdoor productions are the different way to gain new participants. The company should rethink their programs to attract audiences. The series of interaction and world story are middle-scale productions, which aims to encouraging audiences to try new things and attend more shows.
Because of the promotion of the arts and cultural activities by the government, audiences have more chances to participant a performance and theatre groups have more chances to perform before. However, there are more factors to influence audiences go to theatres, especially paying for the shows. The most important thing is how to reduce the loss of audiences and maintain the relationship between a theater and audiences when the audiences have a variety of choices. In conclusion, the core of developing audiences is related to children education and amusement of parents as well as children.