Is the theatre industry really dying?

One of those theatre contracts coming to an end this month is Ruby Marshall's (Laneway Dance), who has enjoyed a wonderful run playing Lulu in Waitress in Melbourne. (Image above.)

It's bittersweet because there were plans for the production to continue to Sydney, but unfortunately that won't be happening.

Whenever something like this happens, the conversation quickly becomes, "The arts are dying in Australia."

Personally?

I don't think that's true.

I think audiences are simply becoming more intentional about where they spend their money. Where families may have once seen four or five productions each year, perhaps now they're choosing one or two. That's not a lack of interest in theatre, it's the reality of the current economy.

What I do think needs to change is the way we market and produce theatre.

The screen industry has embraced social media, creator marketing, FANDOM led campaigns, behind-the-scenes content and audience engagement in a way that creates genuine excitement long before a project launches. Shows like Off Campus are proof of just how powerful that can be.

Meanwhile, much of the theatre industry still relies on the same marketing playbook it has used for years. Expensive billboards for one.

I think it's time we become more innovative.

Not by compromising artists or creativity, but by finding smarter ways to market productions, engage audiences and build excitement around live performance.

Because theatre deserves full houses.

I don't believe the audience has disappeared. I think they're waiting to be inspired.