This study came about as a response to the need for benchmark data on who theatregoers are and what their needs and interests are regarding Broadway. Many myths were dispelled by the study. All theatregoers are not older and economically upscale. Indeed, 55% of the audience is under 35 years of age. Theatregoers are not predominantly from Manhattan. Manhattanites represent only 14% of all theatre-goers and account for 25% of the total audience. A new generation of theatregoers is definitely developing. Thirty percent of all theatregoers became Broadway patrons in the last five years.

In reality an average theatregoer does not exist. The study identified four audience segments of varying size. Traditionalists are veteran, more serious theatregoers. Theatre Enthusiasts have a strong interest in Broadway in general, and like musicals and plays with contemporary values. Entertainment Seekers have been attending Broadway for many years, and prefer shows that are light, typically musicals. Dispassionate theatregoers have less interest toward Broadway in general, but may be attracted to a particular show.

In the early Seventies, attendance at Broadway shows averaged just under 6 million a year. As Broadway enters the Eighties, annual attendance approaches 10 million. Theatregoers identified five improvements over the last five years that have increased their attendance: Television advertising creates awareness of what is playing on Broadway. There is an improved choice of good shows. Paying for tickets by credit card is a convenience. Ordering tickets by telephone saves time. Half-price tickets at the TKTS booths make attendance more affordable. Overall, extremely positive attitudes were expressed toward the Broadway theatre. Ninety-two percent of all theatregoers stated they would like to see more shows than they do now.

CONTENTS
Foreword.
An overview.
Demographic profile of the theatregoers.
The new generation of theatregoers.
Place of residence.
Motivational audience segments.
Importance of heavy theatregoers.
The non-theatregoer.
Recent efforts in audience development.
Expectations of young theatregoers.
Attendance on special occasions.
Major sources of information.
Women's interest in the Broadway theatre.
Appendix.

This study came about as a response to the need for benchmark data on who theatregoers are and what their needs and interests are regarding Broadway. Many myths were dispelled by the study. All theatregoers are not older and economically upscale. Indeed, 55% of the audience is under 35 years of age. Theatregoers are not predominantly from Manhattan. Manhattanites represent only 14% of all theatre-goers and account for 25% of the total audience. A new generation of theatregoers is definitely developing. Thirty percent of all theatregoers became Broadway patrons in the last five years.