The 3 Marketing Truths We’d Tell Theaters If We Weren’t Afraid to Hurt Feelings
Marketing a theater production isn’t easy. Budgets are tight, audiences are busy, and every show feels like it’s on the line. Over the years, we’ve worked with countless theater companies, helping them build audiences and reach their communities. And if we were completely honest — and a little braver — there are three things we’d tell every theater about marketing their work.
1. If You Don’t Capture & Share Content Regularly, Your Strategy Will Fall Flat
One of the biggest challenges we see is theaters trying to run a marketing campaign without a steady stream of content. Photos, videos, rehearsal shots, behind-the-scenes moments — these aren’t just “nice extras.” They’re the backbone of modern event marketing.
Without them, social media posts feel generic, email campaigns fall flat, and ads struggle to connect. The more you consistently capture and share authentic content, the more your audience engages, and the stronger your eventual ticket sales. Think of content as the fuel that keeps your marketing engine running — skip it, and your campaign won’t go far.
2. If Your Website is Confusing, People Will Give Up
Here’s a truth most theaters don’t want to hear: if it’s hard to navigate your website or buy tickets, people will quit — fast.
That means:
Stop giving your navigation tabs super-specific names that only insiders understand. “Mainstage Series” or “Performance Enrichment Lab” might make sense internally, but outsiders don’t know what those mean.
Make your ticketing, registration, and class pages obvious and easy to reach in one or two clicks.
Your audience is busy, distracted, and impatient. Even the most compelling marketing campaign won’t save you if potential patrons can’t figure out how to take the next step. A smooth, intuitive website isn’t optional — it’s essential.
3. More Marketing Doesn’t Mean Less Ticket Sales
Marketing, when done thoughtfully, doesn’t hurt sales. It helps awareness, builds your brand, and strengthens your audience over time. Good marketing is what makes you grow over time. Good marketing is what brings in new demographics to your shows. Good marketing is what raises the bar for what you produce. It is not magic.
If ticket sales aren’t coming in, the issue is almost never the marketing itself. It’s more likely related to:
The show itself (genre, appeal, timing)
The cost is too high in a tight economy-People want to spend their money at places that matter or for shows that will entertain. If your show is unknown or overdone, you may have a harder time convincing people to get excited.
Your company’s reputation or reach
Scheduling-if you live in a busy market with a lot of competition, you have to work to stand out. This requires strategy well beyond just a single show.
Marketing is the megaphone that amplifies your work — it won’t sell tickets on its own, but it ensures your audience knows about your show and has the chance to take action. Done consistently and strategically, it works with you, not against you.
The Takeaway
Marketing isn’t magic. It’s hard work, strategy, and consistent effort. But by capturing content, simplifying your website, and trusting that marketing is your friend, theaters can build audiences that grow stronger show after show.
At Pearl Creative Consulting, we help theaters do all three — without the guesswork, stress, or frustration. And while we might be a little blunt here, the truth is simple: these three steps will make every marketing dollar work harder and help your shows find their audience.
