Keyword: audience

Using Twitter to measure audience reception to a performance

This research was conducted by Deborah Agostino at the Politecnico di Milano, Italy.

Summary

This study looked at tweets associated with a 2015 run of performances of Aida at La Scala in Milan. It extracted and downloaded all the tweets in English and Italian that mentioned the name of the opera …

Satisfaction builds customer loyalty at a film festival

This research was conducted by Andrea Baez-Montenegro and Maria Devesa-Fernandez at Universidad Austral de Chile and Universidad de Valladolid, Spain

Summary

This paper examined the relationships between motivation, satisfaction and loyalty for attendees to the Valdivia International Film Festival in Chile. The research identified three categories of motivation (one relating to …

A museum's identity shapes its audiences' behaviour

This research was conducted by Shinwon Noh and Pamela S. Tolbert at Pace University and Cornell University, USA

Summary

This paper examined the effects of a museum’s identity on audience behaviour. The study divided audiences into critics, connoisseurs and casual consumers. It charted the way that different US museums classified …

Using the ‘audience exchange’ approach to help first-time audiences

This research was conducted by Stephanie E. Pitts and Jonathan Gross at the University of Sheffield, UK

Summary

This paper outlines the use of the ‘audience exchange’ approach to audience development. This involves facilitated group dialogue between audience members who are first-time attenders who may lack confidence or familiarity with the …

By | 16 August 2017 |

How weather affects a movie’s box office performance

This research was conducted by Duncan Sheppard Gilchrist and Emily Glassberg Sands.

Summary

This study looked at the impact of weather on movie going and opening weekend sales. The study used national ticket sales data and nationally aggregated weather measures. Overall, it found that unseasonable weather (too hot or too cold …

By | 19 June 2017 |

Using 'bundling' to increase attendance and loyalty

This research was conducted by Emma Hall, Wayne Binney and Julian Vieceli at Deakin University and Swinburne University of Technology, Australia

Summary

This paper examines how performing arts companies can increase customer loyalty and attendance by utilising the marketing tool known as bundling. Loyalty and attendance can be increased by offering …

By | 20 March 2017 |

Live jazz: the importance of the audience-performer relationship

This research was carried out by Gail Brand, John Sloboda, Ben Saul and Martin Hathaway at the Guildhall School of Music and Drama, UK

Summary

The researchers conducted a pilot study to investigate how the audience-performer relationship contributes to the success of a jazz performance. They arrived at three major findings …

By | 12 January 2017 |

The barriers that prevent older people engaging with contemporary visual art

This research was conducted by Andrew Newman, Anna Goulding and Christopher Whitehead at Newcastle University, UK

Summary

This study set out to explore the factors that influence older people's engagement – or indeed lack of engagement – with contemporary visual art. Specific factors addressed in the paper are social class, education, taste …

By | 25 January 2016 |

Using Theatre Talks as an audience development tool

This research was conducted by Louise Ejgod Hansen at the University of Aarhus, Denmark

Summary

This paper describes an in-depth study of 'Theatre Talks' which took place at 18 theatres in central Denmark between 2010 and 2012. The paper highlights the potential of Theatre Talks for audience development (a priority among …

By | 17 December 2015 |

Subsidised performances are more innovative and imaginative

This research was conducted by Joshua Edelman and Maja Šorli at the University of London, UK and the University of Ljubljana, Slovenia

Summary

Findings from a study conducted in 2014 indicate that subsidised performances were considered more challenging than commercial performances. Amateur performances were rated of lower quality but participants …

By | 14 December 2015 |