News – Crossing new ground

Manchester Royal Exchange Theatre is exploring a holistic approach to audience development, leading to the reestablishment of a repertory company in April 2003.
Concerned with the fall in regional theatre audiences ? 20% overall, though the Royal Exchange has suffered only a 10% drop ? a scheme of cross-programming work in the main house and the studio is aiming at both young and traditional audiences. ?What we really want to do is try and talk to both audiences but not to segregate them? said executive director Pat Weller. Following a recent Arts Council/North West Arts appraisal, the theatre has been able to lower its 2002-3 audience target slightly in order to accommodate the new approach, in the expectation that audience reaction to the new programme will take some time to mature. ?Research tells us that the audience is interested and excited by it?, says Ms Weller.

Starting in April 2003, a series of linked productions will begin with Brad Fraser?s ?Cold Meat Party? and Chekhov?s ?The Seagull?, with the repertory company working with two directors on a composite set. Aggressive marketing, with associated deals and offers, is supported by a single brochure, tying together programming, marketing and audience development aims.