Question

The following appeared in an e-mail sent by the marketing director of the Classical Shakespeare Theatre of Bardville.
“Over the past ten years, there has been a 20 percent decline in the size of the average audience at Classical Shakespeare Theatre productions. In spite of increased advertising, we are attracting fewer and fewer people to our shows, causing our profits to decrease significantly. We must take action to attract new audience members. The best way to do so is by instituting a ‘Shakespeare in the Park’ program this summer. Two years ago the nearby Avon Repertory Company started a ‘Free Plays in the Park’ program, and its profits have increased 10 percent since then. If we start a ‘Shakespeare in the Park’ program, we can predict that our profits will increase too.”
Write a response in which you discuss one or more alternative explanations that could rival the proposed explanation and explain how your explanation(s) can plausibly account for the facts presented in the argument.

Hint:

Before adopting a new strategy to boost sales or attendance, always analyze the root cause of the problem and ensure the solution aligns with the actual needs of the target audience.

Answer 1

While the suggestion to start a ‘Shakespeare in the Park’ program is a reasonable course of action, it is important to consider that the decrease in the average audience size may be caused by factors other than the format of the productions. One alternative explanation could be the increasing availability of other entertainment options, which may divert attention from Shakespeare Theatre productions. The rise of digital streaming services and other forms of entertainment, such as online content or streaming platforms, could be responsible for reducing the theater’s audience. People may be increasingly choosing home entertainment over live performances, which would explain the declining attendance.
Another potential explanation is that the productions at the Classical Shakespeare Theatre may not be resonating with the audience’s preferences. Over time, tastes and interests evolve, and perhaps the current style or content of the plays no longer aligns with what the community desires. This decline could be unrelated to the venue or format and more related to the changing nature of the audience’s cultural consumption.
Moreover, the assumption that starting a ‘Shakespeare in the Park’ program will lead to increased profits might be premature. While free outdoor performances could attract larger crowds, they may not necessarily translate into increased profits. People attending free events might not purchase tickets or engage in other revenue-generating activities such as concessions or merchandise.
In conclusion, while starting a ‘Shakespeare in the Park’ program might increase visibility, the theater should also consider other factors such as audience preferences, the competitive entertainment market, and pricing strategies to fully address the decline in attendance.