No Theater Left Behind: A Case for Digital Programming
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2022-04-13
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MA in Arts Administration
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Abstract
The COVID-19 pandemic presented nonprofit theaters an immediate and critical choice: shut down until the health concerns passed, or shift to some form of digital programming to continue to serve their audiences. Now, as theaters can once again reopen their physical spaces, a new, equally existential choice has emerged: leave COVID-era digital programming behind, or continue to incorporate digital programming into the core of the organization.
This paper answers a timely question for the post-COVID era: Why invest in digital programming for the long haul? Through study of relevant literature, pandemic-era studies, news reporting, and personal interviews with theaters doing digital work, “No Theater Left Behind” presents a case for digital programming as an essential part of nonprofit theater companies’ artistic and audience development strategies moving forward.
As seen in organizations over the last two years, digital programming extends a theater’s reach, improves access, and creates additional touchpoints into the organization for patrons. Further, commitment to digital programming will make for a more resilient and adaptable organization, one that will be ready to respond to the next moment of crisis. To capitalize on these benefits and not be left behind, organizations should seize this moment to invest in digital programming and ensure their place as the theater of tomorrow.