By

Bent Johnson

Mar 14, 2023

All Arts Organizations Are Media Companies Now’: How the Pandemic Is Transforming Theater

The COVID-19 pandemic has had a significant impact on the theater industry, forcing many productions to be canceled or postponed. However, it has also led to the industry’s transformation, with many theaters embracing digital technology to continue to engage with audiences. Here are some ways in which the pandemic is transforming theater:

Online performances: Many theaters have shifted their performances online, offering live-streamed or recorded shows that audiences can watch from the comfort of their own homes. This has enabled theaters to reach wider audiences, including those who may not have been able to attend shows in person due to distance or accessibility issues.

Virtual events: In addition to performances, many theaters are also hosting virtual events such as panel discussions, workshops, and Q&A sessions. This has allowed theaters to continue to engage with their audiences and provide educational opportunities despite physical distancing requirements.

Digital marketing: The pandemic has also accelerated the use of digital marketing in the theater industry. With fewer opportunities for in-person marketing and word-of-mouth, theaters are relying more on social media and online advertising to promote their shows and engage with audiences.

Content creation: The pandemic has forced theaters to become more creative in how they produce content. Many theaters are creating original content specifically for online platforms, including short films and digital performances, which can be shared on social media and other digital channels.

As a result of these changes, many arts organizations are now operating as media companies, producing and distributing digital content to reach audiences in new and innovative ways. While the pandemic has brought significant challenges to the theater industry, it has also sparked new ideas and opportunities for growth and innovation.