Objective 7:Reasons For Not Attending Theatre More And Strategies To Overcome

84

Reasons For Not Attending Theatre More And Strategies To Overcome

85

By far, ticket price is the primary obstacle for Free Night attenders to go to the theatre more often. However, there are other obstacles that include busy lifestyles and concerns about wasting money on something they may not like that could be addressed by non-profit theatres.

– Nearly two thirds (65%) say a very important reason they don’t go to the theatre more is ticket prices (see Figure 40). The next biggest obstacles are not wanting to spend money on something they may not like (23%), not having the time (19%), its hard to commit to going in advance (18%), and not hearing about what is playing (16%).

– Those under 35 years old have similar issues about going to the theatre. Most say ticket prices discourage them (70%) and they don’t want to go spend the money on something they may not like (23%) (see Figure 41). In addition to not having the time (21%), not hearing about what is playing (21%), and not wanting to commit in advance (16%), they also mention not being familiar with many of the titles (17%).

– The strategies that test best in promoting more theatre attendance respond directly to most of these obstacles (no specify pricing strategy was tested). The top four are if they are allowed to change dates if they couldn’t attend (49% overall would be much more likely to attend–see Figure 42 and 46% of those under 35-see Figure 43), if they could get more information about all the plays running in town from one website (47% overall, 51% under 35), if tickets were set aside so they could buy them the day of the performance (34% overall, 35% under 35), and if they could know more about the play before they came (28% overall, 30% under 35).

Figure 40: Percent Rating Selecting Reasons For Not Attending Theatre More Often As Highly Important

Base: Total respondents answering Q.12a: How important are each of the following reasons for not going to the theatre more often?Note: Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.”

65

2319 18

16 15 13 12

0

20

40

60

80

100

Perc

ent

Ticket prices are too high

(n=5767)

86

It’s hard to get good

seats (n=5707)

I don’t want to spend money on something I may not like

(n=5739)

I don’t have the time (n=5709)

It’s hard to commit to go in advance (n=5733)

I don’t hear about what is

playing in theatres (n=5775)

I am not familiar with many of

the plays performed in area theatres

(n=5744)

I can’t find plays I’m interested in seeing (n=5710)

(Continued on next page)

Figure 40: Percent Rating Selecting Reasons For Not Attending Theatre More Often As Highly Important (Cont’d)

Base: Total respondents answering Q.12a: How important are each of the following reasons for not going to the theatre more often?Note: Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.”

8 6 6 4 3 3 3 2

0

20

40

60

80

100

Perc

ent

My friends do not go to the theatre (n=5720)

87

There aren’t many

people in the theatre

my age (n=5719)

I just don’t think about

theatre when planning

social events (n=5710)

Theatre is often not

engaging or exciting

(n=5703)

I prefer to do something more

interactive, rather than just sitting still for

that long (n=5727)

It’s hard for me to identify

with the characters in many plays (n=5726)

There aren’t many people in

the theatre of my racial or ethnic

background (n=5731)

Theatre is elitist and not

for people like me

(n=5719)

Figure 41: Percent Rating Selecting Reasons For Not Attending Theatre More Often As Highly Important Among Respondents Under 35

Base: Total respondents under 35 answering Q.12a: How important are each of the following reasons for not going to the theatre more often?Note: Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.”

70

23 21 2117 16 15 13

0

20

40

60

80

100

Perc

ent

Ticket prices are too high

(n=1991)

88

It’s hard to get good

seats (n=1980)

I don’t want to spend money on something I may not like

(n=1988)

I don’t have the time (n=1973)

It’s hard to commit to go in advance (n=1981)

I don’t hear about what is

playing in theatres (n=1983)

I am not familiar with many of

the plays performed in area theatres

(n=1986)

I can’t find plays I’m interested in seeing (n=1983)

(Continued on next page)

Figure 41: Percent Rating Selecting Reasons For Not Attending Theatre More Often As Highly Important Among Respondents Under 35 (Cont’d)

Base: Total respondents under 35 answering Q.12a: How important are each of the following reasons for not going to the theatre more often?Note: Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.”

129

5 5 4 4 4 2

0

20

40

60

80

100

Perc

ent

My friends do not go to the theatre (n=1981)

89

There aren’t many

people in the theatre

my age (n=1978)

I just don’t think about

theatre when planning

social events (n=1972)

Theatre is often not

engaging or exciting

(n=1981)

I prefer to do something more

interactive, rather than just sitting still for

that long (n=1981)

It’s hard for me to identify

with the characters in many plays (n=1982)

There aren’t many people in

the theatre of my racial or ethnic

background (n=1983)

Theatre is elitist and not

for people like me

(n=1981)

Figure 42: Percent Saying They Would Be Highly Likely To Attend Theatre More Often Under Selected Circumstances

Base: Total respondents answering Q.12b: How likely are you to attend theatre more often under the following circumstances?Q.12c: How likely are you to attend theatre more often if the following were true at or after the performance?Note: Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.”

49 47

3428

18 16 1512 10

0

20

40

60

80

100

Perc

ent

If I was allowed to change my

date if I couldn’t attend

(n=5749)

90

If I could come in any type of attire

(n=5715)

If I could get information

about all plays running in

town from one website (n=5736)

If tickets were set aside so I

could buy them the day I

was going (n=5730)

If I could know more

about the play before I came

(n=5726)

If I could read recommendations

about the play from others on

MySpace, Facebook, Twitter

or other social networks I use

(n=5731)

(Continued on next page)

If the theatre had a bar or lounge open

after performances where I could

meet other theatregoers

(n=5709)

If I felt more welcome,

more part of a community, at

the theatre (n=5705)

If I could bring food into the

theatre (n=5699)

107 7 6 6 6 5 4 3

0

20

40

60

80

100

Perc

ent

91

If I could bring alcoholic

drinks into the theatre

(n=5709)

If plays were shorter

(60 to 90 minutes) (n=5701)

Base: Total respondents answering Q.12b: How likely are you to attend theatre more often under the following circumstances?Q.12c: How likely are you to attend theatre more often if the following were true at or after the performance?Note: Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.”

If I knew more about the

etiquette of theatregoing before I went

(n=5716)

If I was able to purchase

tickets by text message (n=5716)

If there were actors on stage I could easily identify with (my age, my

race, my ethnicity) (n=5699)

If there were more people like me (my

age, my race, my ethnicity)

in the audience (n=5705)

If theatre was more

interactive, like a concert or sports event

(n=5706)

If I could take photos and videos and

send them to friends while

there (n=5708)

If I could text message questions

about a play during the

performance and get back

answers (n=5707)

Figure 42: Percent Saying They Would Be Highly Likely To Attend Theatre More Often Under Selected Circumstances (Cont’d)

Figure 43: Percent Saying They Would Be Highly Likely To Attend Theatre More Often Under Selected Circumstances Among Respondents Under 35

Base: Total respondents under 35 answering Q.12b: How likely are you to attend theatre more often under the following circumstances?Q.12c: How likely are you to attend theatre more often if the following were true at or after the performance?Note: Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.”

5146

3530

23 2117 16 16

0

20

40

60

80

100

Perc

ent

If I was allowed to change my

date if I couldn’t attend

(n=1975)

92

If I could come in any type of attire

(n=1972)

If I could get information

about all plays running in

town from one website (n=1978)

If tickets were set aside so I

could buy them the day I

was going (n=1979)

If I could know more about the

play before I came

(n=1977)

If I could read recommendations

about the play from others on

MySpace, Facebook, Twitter

or other social networks I use

(n=1980)

(Continued on next page)

If the theatre had a bar or lounge open

after performances where I could

meet other theatregoers

(n=1973)

If I felt more welcome,

more part of a community, at

the theatre (n=1965)

If I could bring alcoholic

drinks into the theatre

(n=1968)

1510 10 9 9 8 8 7 5

0

20

40

60

80

100

Perc

ent

93

If I could bring food into the

theatre (n=1964)

If there were more people like me (my

age, my race, my ethnicity) in the audience

(n=1969)

Base: Total respondents under 35 answering Q.12b: How likely are you to attend theatre more often under the following circumstances?Q.12c: How likely are you to attend theatre more often if the following were true at or after the performance?Note: Percentages represent those answering a 6 or 7 on a 7-point scale where 7 is “Extremely Important” and 1 is “Not at all Important.”

If I knew more about the

etiquette of theatregoing before I went

(n=1972)

If I was able to purchase

tickets by text message (n=1976)

If there were actors on

stage I could easily identify with (my age, my race, my

ethnicity) (n=1966)

If plays were shorter

(60 to 90 minutes) (n=1966)

If theatre was more

interactive, like a concert or sports event

(n=1970)

If I could take photos and videos and

send them to friends while

there (n=1968)

If I could text message questions

about a play during the

performance and get back

answers (n=1965)

Figure 43: Percent Saying They Would Be Highly Likely To Attend Theatre More Often Under Selected Circumstances Among Respondents Under 35 (Cont’d)