“Bringing in new audiences has become an increasing concern for theater companies with aging subscribers. Not only is the coveted 18- to 35-year-old demographic not subscribing, they aren’t even a substantial slice of the single-ticket buying pie. In response, companies are developing clever methods of channeling attention toward their theaters – things like student rush, which offers tickets for reduced rates right before a show. Other theaters are taking more proactive steps, like the College Ambassador Program.”