ENHANCING REVENUE GENERATION THROUGH EFFECTIVE PUBLICITY MANAGEMENT IN THEATRE: A STUDY OF “TALE OF TWO HEARTS” AS MANAGED AND PRODUCED BY PERFORMING ARTS ADMINISTRATION STUDENTS IN AKSU PINNACLE HOUSE 2024
Abstract
This study explores the impact of effective publicity management on revenue generation in theatre, focusing on the production of “Tale of Two Hearts” by Performing Arts Administration students at Akwa Ibom State University (AKSU) Pinnacle House in 2024. The research aims to identify the strategies employed in publicizing the production, evaluate their effectiveness, and determine their contribution to the overall revenue. Utilizing a mixed-method approach, the study combines quantitative data from ticket sales and audience surveys with qualitative insights from interviews with the production team and audience members. The findings reveal that targeted publicity strategies, including social media campaigns, community engagement, and traditional media outreach, significantly enhanced audience turnout and revenue. The study concludes with recommendations for future theatre productions to optimize publicity management for increased revenue generation. The implications of these findings underscore the importance of strategic publicity in the sustainability of theatre arts within academic and professional contexts.
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