Don’t Call It A Comeback: The New Normal Theater Landscape
Performances of Jagged Little Pill were originally canceled for a few days “due to the detection of a limited number of positive COVID test results.” But on Monday night, producers of the show announced Dec. 17 was its final Broadway performance.
-excerpt from NPR article “Broadway musical ‘Jagged Little Pill’ closes after rising cases of coronavirus” by Mia Estrada
The COVID-19 pandemic has dramatically transformed theaters and live entertainment venues around the world. From stringent safety protocols to shifts in audience behavior and innovative production methods, the industry has undergone significant changes. These adaptations have created the new normal theater landscape, altering how live entertainment operates and connects with audiences.
The statistics in this article provide a snapshot of the current state of the global theater industry, reflecting its ongoing recovery and adaptation in the new normal theater landscape. Let’s explore the adaptations, innovations and other findings.
Safety
Theaters implemented enhanced cleaning protocols and upgraded ventilation systems to mitigate virus transmission, along with social distancing and mask mandates, especially during periods of high transmission rates. According to The Audience Agency’s report from 2023, as of July 2023, 62% of people now perceive COVID-19 as a low risk, indicating a gradual return to normalcy in audience attendance.
Audience Behavior
Younger audiences are increasingly favoring relaxed behavioral codes at events, such as allowing eating, drinking, and taking photos during performances. This trend is more pronounced among Gen Z and Millennials, with 37% of Gen Z audiences indicating that the ability to eat or drink during performances makes them more likely to attend events. Though this may be true, 52% of people who feel they are worse off since the pandemic, admit to a decline in attending cultural events. 67% prefer to stay close to home for leisure.
Production Techniques
These have also evolved, with many theaters embracing digital and hybrid models to reach broader audiences. The adoption of virtual rehearsals and performances has been crucial, allowing theaters to continue operating despite physical restrictions. The PwC Global Entertainment & Media Outlook 2023–2027 highlights that the entertainment and media industry is expected to grow to $2.9 trillion by 2027 (2.8%), driven by innovations in digital media and live entertainment adaptations. Nevertheless, this figure represents a steady decline in revenue growth since 2022, when the rate of growth was 5.4%.
For perspective, the growth rate in 2021 was 10.6%
Overall
The impact of the pandemic has been substantial, but theaters are beginning to recover. PwC’s 2023 report indicates that the US entertainment and media sector revenue is on an upward trajectory, showing resilience and adaptability in the face of challenges. However, according to The Audience Agency, overall attendance remains lower than pre-pandemic levels, with 38% of people attending less frequently than before, though younger demographics are beginning to return to cultural activities.
Theater’s journey through the pandemic has been a testament to its resilience and innovation. Jagged Little Pill’s unexpected closure reminds us that the path to recovery is neither straightforward nor guaranteed. Yet, theaters worldwide are finding ways to adapt, navigate and thrive in this new normal theater landscape with determination and creativity. As audiences slowly return and new trends emerge, the world of live entertainment continues to evolve, reflecting both the challenges and the unyielding spirit of theater. This ongoing transformation signals a hopeful future, where the magic of live performances can once again be celebrated by all.
References: NPR The Audience Agency PwC
Editor's Note: At StageLync, an international platform for the performing arts, we celebrate the diversity of our writers' backgrounds. We recognize and support their choice to use either American or British English in their articles, respecting their individual preferences and origins. This policy allows us to embrace a wide range of linguistic expressions, enriching our content and reflecting the global nature of our community.
🎧 Join us on the StageLync Podcast for inspiring stories from the world of performing arts! Tune in to hear from the creative minds who bring magic to life, both onstage and behind the scenes. 🎙️ 👉 Listen now!
