Do we need disloyalty cards for theatre? by Lyn Gardner

We all know that theatregoing is a habit " the more you see, the more you want to see. But how do you encourage audiences to try new venues?Recent British Theatre Consortium research found that 2013 marked the first time that more new work was staged in UK theatres than revivals and classics. One of the lesser reported aspects of the research was the finding that 36 long-running shows, representing 2% of all performa…

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