“Free Night of Theater, the 4-year-old national audience development program administered locally by Theatre Bay Area, succeeds in attracting new audiences and in contributing to their ‘aesthetic growth,’ according to a study released Tuesday. … The key finding, bearing out earlier follow-up surveys in the months after previous Free Nights, is that giving away tickets works not just to attract new theatergoers to a free show, but also to convert a significant number into future paying customers.”