Talking theatre is more than a test drive: two audience development methodologies under review
Article
Scollen, Rebecca. 2009. "Talking theatre is more than a test drive: two audience development methodologies under review." International Journal of Arts Management. 12 (1), pp. 4-13.
| Article Title | Talking theatre is more than a test drive: two audience development methodologies under review |
|---|---|
| ERA Journal ID | 39929 |
| Article Category | Article |
| Authors | |
| Author | Scollen, Rebecca |
| Journal Title | International Journal of Arts Management |
| Journal Citation | 12 (1), pp. 4-13 |
| Number of Pages | 10 |
| Year | 2009 |
| Publisher | HEC Montreal |
| Place of Publication | Montral, Canada |
| ISSN | 1480-8986 |
| Web Address (URL) | http://www.gestiondesarts.com/index.php?id=2046 |
| Abstract | Test Drive the Arts (Morris Hargreaves McIntyre) and Talking Theatre (Scollen) are two successful audience development methodologies committed to building new audiences from non-attenders. This paper details the two methodologies to explain their similarities and differences, and to examine these in relation to the findings of case studies in the United Kingdom (UK), New Zealand and Australia. Although Test Drive the Arts has helped performing arts organisations in the UK to retain 30% of the new audiences who participated in their program, the New Zealand pilot of this scheme in 2007 has fallen well short of the mark. Talking Theatre has retained 30% of its participants as returning new audiences for performing arts centres in regional North-Eastern Australia by placing strong emphasis on post-performance audience reception, and by investing more in mutually beneficial relationships between new audience members and performing arts organisations. |
| Keywords | Talking Theatre; Test Drive the Arts; new audiences; non-theatregoers; audience development; reception studies; performing arts |
| ANZSRC Field of Research 2020 | 360403. Drama, theatre and performance studies |
| 350605. Marketing management (incl. strategy and customer relations) | |
| 470203. Consumption and everyday life | |
| Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
| Byline Affiliations | Artsworx |
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