At the same time, understanding the methods to reach potential theatergoers has become more important than ever. Today’s audiences, especially those of the younger generation, spend a lot of their time online. 

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“…with new media being front and centre in everyone's daily life - social media has taken over as a key way to reach a core demographic” (O'Hanlon, 2016).

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 It is important for producers to step outside the usual marketing methods and tap into social media to create real excitement. A clever tweet, a fun behind-the-scenes clip on TikTok, or a viral moment from a show can  often generate more buzz than an expensive billboard. If producers overlook these online advertising opportunities or fail to understand what their audience wants, even a decent show can fade away without a trace.

 

Marketing and timing can make or break a Broadway production, but producers also need to be aware of broader cultural shifts. As each decade passes, what audiences want from a musical changes—and so do the ingredients that lead to a hit.