Marketing a musical and marketing a play may seem similar, but they require different strategies to attract the right audience and generate excitement. Musicals often rely on big spectacle, familiar songs, and high-energy visuals, while plays focus on storytelling, character depth, and emotional impact.
At Theatre33, we’ve marketed both musicals and plays, and we’ve seen firsthand how tailoring your promotional strategy to the type of production makes all the difference in ticket sales and audience engagement. Here’s how to successfully market both musicals and plays while leveraging their unique strengths.
1. Understanding the Key Differences in Marketing
🎭 Musicals:
✔ More commercially appealing due to music & spectacle
✔ Often have built-in name recognition (e.g., Les Misérables, Chicago, Mamma Mia!)
✔ Broad audience appeal, including families and casual theatergoers
✔ Emphasize music, choreography, costumes, and large-scale production
🎭 Plays:
✔ Typically attract a more niche, theater-loving audience
✔ Focus on story, characters, and strong performances
✔ Require deeper story-driven marketing strategies
✔ Can be classic, contemporary, experimental, or dramatic
💡 Pro Tip: The key to success is playing to the strengths of your production. Musicals benefit from visual spectacle and recognizable songs, while plays shine with compelling narratives and strong acting performances.
2. How to Market a Musical
🎶 Lean Into the Music
One of the biggest selling points of a musical is the music itself. Use popular songs from the show to hook audiences.
🔹 Marketing Ideas:
✔ Teaser videos with cast members singing iconic songs
✔ Behind-the-scenes clips from music rehearsals
✔ Lyric posts from famous numbers
✔ TikTok & Instagram Reels with fun cast performances
💡 Example: If you’re producing Little Shop of Horrors, post clips of the cast rehearsing “Suddenly Seymour” or “Skid Row” to build excitement.
🎭 Focus on Spectacle & Energy
Musicals have big, bold visuals that can immediately grab attention. Highlight the dance numbers, colorful costumes, and large ensemble scenes.
🔹 Marketing Ideas:
✔ Eye-catching show posters & promo graphics
✔ High-energy production photos with dynamic movement
✔ Cast interviews talking about favorite dance routines
✔ Before-and-after costume transformation videos
💡 Example: If you’re doing Chicago, showcase Fosse-style dance clips to emphasize the sultry, jazz-era aesthetic.
🎟 Sell the Experience, Not Just the Show
People go to musicals for entertainment, nostalgia, and fun. Sell the experience of attending, not just the plot.
🔹 Marketing Angles:
✔ “A feel-good night of Broadway magic!”
✔ “Sing along to your favorite show tunes!”
✔ “A spectacular production the whole family will love!”
💡 Example: For Mamma Mia!, use phrases like “The ultimate feel-good musical featuring ABBA’s greatest hits!” to attract pop music fans.
🎤 Partner with Local Music & Dance Communities
Because musicals involve singing and dancing, they naturally appeal to music students, dance schools, and choir groups.
🔹 How to Engage Them:
✔ Offer group discounts to local dance studios & choirs
✔ Invite a local school choir to perform at intermission
✔ Partner with local radio stations to promote the music
💡 Example: A high school choir might love to attend Les Misérables because of the big ensemble numbers and vocal challenges.
3. How to Market a Play
🎭 Emphasize the Story & Characters
Unlike musicals, plays are driven by narrative and acting rather than spectacle. Your marketing should focus on compelling themes and characters.
🔹 Marketing Ideas:
✔ Create character posters with actor quotes
✔ Write blog posts about the play’s themes
✔ Share behind-the-scenes discussions about character development
✔ Post rehearsal photos of dramatic or emotional moments
💡 Example: If you’re producing The Crucible, focus on the intense drama and moral dilemmas rather than just period costumes.
🎭 Use Thought-Provoking Messaging
Plays often explore deep or relevant topics. Use that to create intriguing marketing hooks that make people curious.
🔹 Example Marketing Hooks:
✔ “A gripping story about power, truth, and betrayal.” (Julius Caesar)
✔ “A darkly funny look at family, loss, and love.” (August: Osage County)
✔ “An intimate drama that will stay with you long after the final bow.”
💡 Pro Tip: If the play is funny, emphasize the humor! If it’s emotional, highlight the depth and impact.
🎭 Engage Local Book Clubs & Literary Groups
Many plays—especially classics and adaptations—have literary connections.
🔹 Ways to Connect with Readers:
✔ Partner with libraries & bookstores for cross-promotion
✔ Host a pre-show discussion with literature professors
✔ Offer discounts for book clubs seeing the show together
💡 Example: If you’re staging Pride and Prejudice, collaborate with Jane Austen fan groups or classic literature clubs.
🎭 Get Press & Critics Involved
Plays, especially intellectual or experimental works, often get attention from local arts critics and theater bloggers.
🔹 How to Get Press Coverage:
✔ Send press releases with compelling story angles
✔ Offer exclusive previews for critics & journalists
✔ Submit the show for theater awards for added credibility
💡 Pro Tip: Reach out to local newspapers, NPR stations, and online arts blogs to pitch a story about your play.
4. Marketing Musicals & Plays Together
If you’re marketing an entire season, you’ll need to find a balance between musicals and plays. Here’s how:
🔹 Segment Your Audience – Target musical fans separately from play lovers when running ads.
🔹 Highlight Variety – Show how your season has something for everyone (e.g., “A Broadway favorite + a thought-provoking drama!”).
🔹 Use Themed Promotions – Offer discounted season passes or create a “Pick 2” deal for audiences to see one musical + one play.
💡 Example: A marketing campaign could say, “From show-stopping musicals to gripping dramas, Theatre33’s season has it all!”
Final Thoughts: Tailor Your Marketing to the Show
Marketing a musical and marketing a play require different approaches, but the goal is always the same: get people excited about live theater. By leaning into the strengths of each type of production, you can attract the right audience, increase ticket sales, and create memorable theater experiences.
At Theatre33, we believe that every show—whether it’s a high-energy musical or a thought-provoking play—deserves great marketing to match the passion and hard work that goes into creating it.
What marketing strategies have worked best for your musicals or plays? Let us know in the comments!
