ABSTRACT
This chapter looks at the business model of theatre in the West End, Broadway and globally including France, Japan and Australia. It considers the Value Creation Model of theatre, for both producers and venues, including detail on the drivers through capitalisation, recoupment and profit phases. Factors considered include audience segmentation (including with multiple venues), marketing, ticketing, dynamic pricing, touring, the role of critics and awards, crowd management and talent. Sections look at the evolving business of theatre in China and the use of cruise ships with theatres, and event cinema as additional digital revenue streams.
