Yet few English theatres design seasons that appeal to students and fewer bother to buy ad space in the student press.
Montreal theatres have long tried to woo students by offering attractive discounts – some theatres, like the Montreal Opera Company and Centaur Theatre, even offer special subscription rates. Yet few English theatres design seasons that appeal to students and fewer bother to buy ad space in the student press. The implication is that while theatres are happy to offer student rates, no one wants to go out of their way to convince the students to take advantage of them.
Theatre companies must work to change this by developing a focused strategy to make themselves more appealing to the student media. They must forge better relations with the editors of these papers to learn why these papers aren’t focusing more on theatre and what can be done to change this. Ultimately, a major public relations campaign is needed to show the student press that they are not an afterthought – they are as deserving of those opening night tickets as anyone else.