Cutting-edge technologies are bringing about a box office data revolution. Andrew Thomas and Roger Tomlinson reveal how arts organisations are increasing audience engagement and reaping financial rewards.
Sheffield Theatres was part of a regional consortium of box offices until it decided its audience development activities would benefit from going it alone. Libby Penn describes the painless uncoupling.
What’s next in the fight against declining audiences and exclusivity in the arts? Clever pricing strategies are all well and good, but what we really need is market segmentation, argue Howard Buckley and Rosie Hanley.