Being creative about how we bring theatre to audiences

At The Stage’s recent Future of Theatre conference, producer Jamie Wilson made a very valid point about how regional theatres are not using their space in a way that will benefit both them and their audiences.
He said that theatres today feel more “like cinemas, where you get ripped off”. I agree.

The Stage has just released results of its West End ticketing survey which shows the cost of theatre tickets are continuing to rise. The number of people travelling to London to see a show are slowing down. It is just becoming too expensive for some. We need to look after our local theatres and do what we can to gain community support.

Our theatres show a huge variety of productions where there really is something for everyone. However, in recent years, it feels as though audiences don’t visit local venues as much as they did. Ticket prices no doubt play a big part, plus some might think theatres are too formal, it could be they are perceived as a treat once or twice a year, or just something that ‘is not for them’.

If we want to keep audiences visiting local theatre and coming to see the plays we create, then we need to look at how we use these spaces to connect with our audiences.

Wilson spoke about an ‘arts centre feel, where there are lots of different things happening in that theatre.’ I think he makes a great point. To break down barriers and change people’s minds that theatre might be for them, we have to get creative. This is how venues will survive and grow.

During the week, and particularly through August, venues often sit empty. Instead, why not open them up and let the community use them. From parties and youth clubs to rehearsal spaces, workshops, meetings – it could be done in a variety of ways.

By opening venues, it helps theatres with visibility to new audiences, and makes the space feel familiar and inviting instead of exclusive or intimidating. This also brings in much needed revenue.

When it comes to creating a show, it is important to think outside the box of how you can draw people into the theatre. Transforming the theatre, foyer and café into something immersive that reflects the story and theme will excite audiences.

If a production focuses on young people, include information, music, artwork or social media installations that younger audiences can relate to. For plays, examples of costumes, behind the scenes, cast images could be showcased. If a play centres around different cultures, the theatre space could celebrate the variety of stories and experiences from those communities. 

At The Play’s The Thing Theatre Company, we try to use spaces that we feel work well to enhance the performance and audience experience. In the past we have used libraries, MK Gallery, community centres, outside spaces. We don’t always use traditional theatre spaces.

Being part of local arts events and taking theatre to new audiences is another way of gaining visibility and directly connecting with communities.

Our next performance, ‘An Encounter with Miss Havisham’, will take place at Miss Havisham’s Tea Shop in Stony Stratford on 10th & 11th June as part of
Stony Live.

Stony Live is an important community event that showcases and supports an eclectic mix of professional and community work. A strong grassroots event with a great local following. We enjoy being part of this wonderful cultural community.

Performing in a site-specific venue, like Miss Havisham’s Tea Shop, creates interest as it’s providing a different and immersive experience, plus ticket prices are often more affordable.

‘An Encounter with Miss Havisham’ is a monologue written by Rosemary Hill and performed by Caroline Mann, which finishes with a question and answer session.  

Come and meet Miss Havisham, the famous jilted bride from the 1861 novel “Great Expectations” by Charles Dickens”. Why has the bridegroom been so cruel? Why has she never taken off her wedding dress? Why has the wedding breakfast and cake been left in place for years and why have all the clocks stopped at twenty to nine? Miss Havisham has adopted the beautiful young girl, Estella. What plans does she have for her in the future?

You can ask Miss Havisham all these questions yourself and she will unravel the terrible tale of deception and revenge.  Book your tickets now. 

We have been shouting for years that we need these types of events. Not big ‘glitzy’ ones, but events that give people their first step into the arts or welcome people who don’t usually get involved in the arts. We don’t need more celebrity casting and high price tickets. We need these smaller local events which bring us incredible work at affordable prices.

Let’s keep thinking outside the box of how to entice new audiences to theatre. Whether that is transforming theatres into a more immersive space, changing the way we use our venues or taking our work to new communities. We need to get creative.