Web communication can help theaters attract and keep younger audiences

This paper focuses on the use of web communication tools as a policy device to regulate access to theaters. By comparing the profile of what we call ‘tech-savvy’ spectators (i.e. audience using the website of a theater) with the profile of the general audience we examine whether the web can be regarded as an effective tool to address regular spectators or to reinforce the participation of different segments within the audience. The study suggests that the web appears to be the favorite direct marketing tool for informing or retaining ‘inexpert drama lovers’, namely those who fish in different types of performing arts events (i.e. opera, ballet, and classical concert) or attend different types of theatres. Moreover, internet may combat the aging of the performing arts audience by giving priority to access to those that are more familiar with the new technologies (i.e. younger audience).