Addressing the innovation gap between customers and producers of theatre performances

Abstract

Purpose: The purpose of this study is to investigate the innovation gap between theatre attendees and producers. Design/Methodology/Approach: The study is based on two primary data collection methods, these being online questionnaires with the general public and in-depth semi structured interviews with performance representatives to be analysed together. Findings: The results show that whilst performance representatives think of quality and the process of preparing a performance as more important than including innovation, theatre attendees do look for innovative aspects in theatre. These have been identified as differentiation with regards to the theme being presented and the script. A relationship is also found between the level of innovation and the overall rating of a performance. Research Limitations/Implications: The study is limited to a set of events. Larger scale studies are recommended about the subject due to its evolving nature as well as studies about specific areas that emerged including reasons for not attending theatrical performances. Practical Implications: The first practical implication is that it is crucial that performance representatives pick on different, surprising themes to create their work. Secondly, that events are carefully priced especially when they are set higher than €25 because 18 to 24 year olds in particular are not likely to pay more. Thirdly, innovation in theatre should not be considered in isolation because there are much more aspects leading to an outstanding performance. Finally, it is recommended that producers are better aware of foreign theatre but always adapt to the Maltese market trends. Originality/Value: The subject of innovation as used in conjunction with Maltese theatre is something new and is valuable for the development of Maltese culture within Maltese families as part of their entertainment patterns.