Types of Theatre Information and Marketing-Audience Development Among the Alienated

Findings concerning audience development for the Performing Arts among the alienated are presented and discussed. The effects of different types of information upon attitude formation of the alienated toward the Performing Arts were investigated. The most effective type of information in forming positive attitudes toward the Performing Arts among the alienated was explaining how the individual can gain immediate benefits through supporting the theatre. Information that explained how the society would benefit in the future from support of the Performing Arts was much less effective in forming positive attitudes among the alienated. These findings are significant because the size of the potential audience among the alienated is large and growing, and because the alienated are in a position to be particularly able to benefit from the Performing Arts.