Musicals and plays are always a popular form of entertainment, a notion that can be seen by the recent jump in Broadway show attendance and ticket sales. The 2014 – 2015 season saw a 7.3 percent increase in attendance over the last season, while sales grossed over a billion dollars.
"Wicked" was the most well-attended show of the season with 739,638 tickets sold, beating out "Aladdin" by 26,232 tickets. In fact, Broadway attendance was so high this year that it actually surpassed the combined attendance of the 10 professional New York and New Jersey sports teams, the Los Angeles Times reported.
Along with remarkable cast and choreography, the Broadway League is attributing much of its success to the types of plays it shows.
"We're giving theatergoers what they want, including a variety of musicals and plays, recognizable brands and new shows," said Charlotte St. Martin, president of the Broadway League.
Broadway shows are not the only ones having success with the approach of identifying what the audience wants to see, either. Flat Rock Playhouse in North Carolina has been seeing an improvement in sales, with its first couple plays of the season exceeding the budgeted goals. Flat Rock's director and marketer credit a lot of their success to listening to the audience. With shows like the "Wizard of Oz" and "Music of ABBA," the playhouse is aiming for familiar titles to bring in patrons, according to Hendersonville Lightning.
Listening to the audience is a marketing strategy that any playhouse can use for planning its production season. Along with this marketing advice, theaters could also benefit from using box office ticketing software, like SeatAdvisor Box Office (SABO). With SABO, venues can access features like subscription and group sales, which allow customers to purchase either multiple event tickets at once or reserve whole sections of seats in the theater. SABO can do all this, and much more, for any venue.