For over two decades, I’ve had a front-row seat to Broadway’s evolution, first as a digital outsider helping shows enter the online world and now as the founder and president of a full-service agency, developing end-to-end campaigns for Broadway’s most iconic productions.
We’ve seen platforms change, technologies rise and behaviors shift. But the biggest transformation? It’s happening right now. And Broadway marketing needs to evolve quicker.
Rising production costs have driven up ticket prices. And while we’ve seen that people are still willing to pay for Broadway, even the most devoted fans have a limit. The result: higher prices and lower frequency. If we don’t grow the audience, the math doesn’t work.
Meanwhile, producers continue to do their part against complicated financial circumstances: telling bold stories, amplifying new voices and programming for wider audiences. But the marketing strategies haven’t evolved at the same pace.
What’s at stake
If we continue to rely on the same shrinking base while raising prices, we’re asking fewer people to carry a heavier load. That’s not sustainable.
We need a new mindset.
From theatergoers to theatergoing
Traditional marketing strategies have focused on “theatergoers” — people who’ve bought tickets before. They’re easy to find with first-party data. They’re emailed, retargeted and spoken to on theater-specific platforms.
But that’s only part of the picture.
We need to focus on theatergoing — the behavior, not the identity. Someone planning a trip to NYC may not consider themselves a theater fan, but they’re open to new experiences. With the right message at the right moment, they could end up in a Broadway seat.
This is where modern marketing matters most: not just targeting better but thinking differently.
Meet them in the moment
To expand the audience, we need strategies that match real-world behaviors.
That means treating each platform — TikTok, Instagram, Reddit, Snapchat — not as an afterthought but as a distinct opportunity. Ad creative should function as a living, adaptive ecosystem, not just a one-time asset.
To do that, we’ve built teams that balance “know-how” and “new how.” We join industry veterans, who have created iconic Broadway campaigns, side-by-side with talent from brands like Netflix, Hulu, HBO and Paramount. Now, with AI and predictive media tools, we’re not just reacting — we’re anticipating intent before it’s obvious.
The next five years
The ceiling for Broadway isn’t fixed, it’s just underexplored. When we expand the size of the tent, we don’t just sell more tickets. We grow the cultural impact of Broadway itself.
A new era requires a new mindset. Let’s start with that.
Damian Bazadona is the president and founder of Situation, an advertising and marketing agency which specializes in live theater.
The opinions, beliefs, or views expressed by the author are theirs alone and do not purport to reflect the opinions, beliefs or views of Broadway News or its affiliates.
