The Patrons’ Perspective: An Overview of Buying Behavior and a Timeline to Return to Theaters

Nick Begley

Nick Begley

Senior Marketing Manager

In response to the global COVID-19 pandemic, TheaterMania (an AudienceView consumer brand) surveyed more than 3,300 members of their online community to understand how this on-going health crisis is impacting their behavior and consumption of performing arts.

Generated from the survey results, this 29-page report will assist arts organizations of all sizes in driving revenue during our industry intermission and with their preparations for the reopening of theaters. 

The report uncovers the new behaviors of theater-goers, including opinions of the safety protocols that make patrons most comfortable, motivations and timelines to return to theaters, near-term spending intent, propensity to pay for virtual events, plus pricing information in support of lost revenue caused by reduced capacity.


  • Safety measures and protocols that will make arts patrons more likely to return to the theater.
  • Near-term spending intent, including ticket sales, donations and refund protection.
  • Virtual events: recent consumption, propensity to pay and appetite for streaming content.

AudienceView, in partnership with its consumer brands, is pleased to make the full results of this research available to the performing arts community on a complimentary basis. We look forward to hearing about how theaters use this information when developing their reopening timeline and operational plans.

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

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