What The Goodman Theatre Is Finding Out With Its Audience Engagement Experiments

Engagement isn’t just a simple matter of making more information available. It’s a mindset. “What if a person pays $50 for a show they end up hating? Or what if a person is organizing a night out with friends, or a date, or a family gathering—and everyone has a poor experience? Our goal is to show them that a new play is exciting because it’s untested, not in spite of its lack of production history. Who wouldn’t want to be part of something new? Letting the audience learn more about process allows them to share in our excitement.”