The Data Behind Buzz: How Word of Mouth Drives Theater Audiences

We all know that word of mouth is the holy grail of theater marketing—when people can’t stop raving about a show, tickets fly. But what really drives those conversations? How much do factors beyond the performance itself—like ticket price, front of house experience, or even the journey home—shape what audiences say? From social media to group chats to that passionate post-show debate in the bar, the ways people spread the word are constantly evolving. And most importantly, how often does an unforgettable show turn a one-time attendee into a repeat visitor? Join us for the eighth installment of our Broadway Audiences Series on April 23rd at 12 PM EST, presented in partnership with Broadway Direct and The Shubert Organization, as we dive into the data behind the most powerful marketing tool in theater.