The Knight Canney Group: With apologies to J. Pierpont Finch, these days, there is no “book voice” narrating a step-by-step guide to business or marketing success. Audiences are narrower; means of reaching them must be better targeted, and we must know who the audience is. And where the audience is—and where it is not.
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Theater has never been known to attract the young male demographic. However, as this article points out, almost nothing has succeeded in that. It is a very tough thing to do and success is rare. Young males gravitate to sports naturally and away from things like the news, dramatic television, romantic films and pretty much every theatrical genre out there. The article mentions a few of the rare Broadway exceptions to this rule such as comedies like the Book of Mormon or rock operas like Rock of Ages. It is highly debatable whether it is worth spending the advertising dollars trying to attract the audience. What is truly a bad idea is altering the product to attract the young male demographic. That is when you will end up sacrificing the overall quality of your production for the demographic you are chasing, which is not worth it. If your show doesn’t naturally attract the young male demographic or doesn’t have a monster advertising department and budget than it is not worth going out of your way to attract this tough demographic.
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