Co-creating theatre: Can interaction increase young people’s attendance? The impact of interactive theatre experiences on Millennials’ attendance intentions.

Abstract

This master thesis aims to answer the question whether interactive plays can stimulate young people to attend the theatre more often. In particular, it looks at interactive performances as a type of co-creation, applying marketing theories in the artistic context. It investigates what can motivate Gen Y to engage in interactive shows, what is for them the interactive theatre experience and how it impacts their future attendance intentions. After employing both qualitative and quantitative research methods, it is discovered that socializing is the main reason young people go to interactive plays. The interactive theatre experience is perceived as fun, authentic and sociable, and it significantly increases the attendance intentions for both interactive shows and theatre in general. These findings have valuable academic and practical implications, which are discussed in the last chapter of the thesis.