The Patrons’ Perspective

An Overview of Buying Behavior and a Timeline to Return to Theaters

Insights inside

Safety measures and protocols that will make arts patrons more likely to return to the theater.

Near-term buying intentions, including tickets sales, donations and refund protection.

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In response to the COVID-19 global pandemic, we conducted a follow-up survey of more than 3,300 members of the TheaterMania community to better understand how this on-going health crisis is impacting their appetite for the arts and spending behavior.

Generated from our survey results, this report will assist arts organizations of all sizes in their efforts to generate revenue, engage with their community and prepare for the reopening of theaters. 

Virtual events: recent consumption, propensity to pay and long-term viability.


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This is a follow-up to the survey that was conducted in May 2020. We invite you to read the findings in our first report – The Patrons’ Perspective: An Overview of the Impact of COVID-19 on the Behavior of Theater-goers.