5 Things Theaters Don’t Do in Marketing That Hold Them Back (+ a Bonus)
Theater companies are masters of storytelling on stage — but too often, their marketing doesn’t tell the story with the same imagination or care. Instead of pulling audiences into the process, they rely on the same old ticket push and miss opportunities to create deeper connections.
Here are five common marketing gaps theaters face — plus a bonus one that’s especially important today.
1. They Don’t Show the Rehearsal Process
Audiences are curious. They want to know what happens before the curtain rises. But many theaters only reveal the finished product and hide the messy, beautiful journey that gets them there.
Sharing rehearsal photos, first reads, tech runs, and costume fittings not only builds anticipation but also helps audiences feel invested in the story before it opens. When you let people behind the curtain, they don’t just buy tickets — they root for you.
2. They Focus on Selling Tickets Instead of Providing Value
“Buy tickets now” is important — but when that’s the only message, audiences tune out. Theaters that only sell forget that value builds loyalty.
Educational content (context on a play, interviews with artists, dramaturgy notes) and entertaining content (fun facts, behind-the-scenes moments, bloopers) keep audiences engaged even when they’re not actively purchasing. By consistently giving something meaningful, you make people want to stick around.
3. They Talk to Audiences Like They’re Artists
Many theaters fall into insider language that feels natural to staff and performers — but leaves audiences cold. Terms like “blocking,” “staging,” or “ensemble” don’t mean much outside the rehearsal room.
Instead of talking like you’re addressing a room full of artists, translate the artistry into emotion and story. Talk about big themes, human experiences, and why this show matters right now. Speak to your audiences, not at them.
4. They Don’t Capture High-Quality Photos or Video of Shows
It’s shocking how many theaters still let productions pass by without professional documentation. Strong photos and video aren’t just memories — they’re the foundation of all future marketing.
Without them, you have nothing to share on social media, nothing to use for press, and nothing to build next season’s campaigns. Investing in great production photography and show video is one of the highest-ROI marketing decisions a theater can make.
5. They Don’t Prioritize Video Content
Video isn’t the future — it’s the present. Social platforms prioritize it, audiences engage with it more, and it’s the fastest way to communicate story and emotion.
But many theaters still treat video like an “extra” rather than a priority. Quick rehearsal clips, short cast interviews, or creative promos don’t need huge budgets to be effective. What matters is frequency, authenticity, and a willingness to experiment. Theaters that embrace video will always outpace those that don’t.
Bonus: They Don’t Showcase Diverse Casts and Crews That Reflect Modern Audiences
Representation matters. Today’s audiences want to see themselves — and their communities — reflected both on stage and behind the scenes. Yet too often, theaters fail to highlight the diversity of their casts, crews, and creative teams in their marketing.
By celebrating different voices, faces, and perspectives, theaters not only tell richer stories but also show audiences that they belong in the seats. Marketing that embraces inclusivity isn’t just ethical — it’s smart strategy.
Final Takeaway
Theaters don’t just sell tickets — they sell experiences, community, and the magic of live performance. By showing the process, providing real value, speaking the audience’s language, documenting productions, embracing video, and celebrating diversity, theaters can finally market with the same artistry they put on stage.
Want help doing these things? Reach out to us today!
