Published: 23 July 2020
The SOLT and UK Theatre Research Group has gathered evidence of consumer sentiment and behaviour from over 25 authoritative research sources in order to inform the sector’s efforts to successfully reopen Theatre in a way which offers audiences confidence to return and incentives to do so.
This first document (which can be downloaded via the red button below) offers a summary of findings and an interpretation of what this means for the theatre sector. It is a snapshot of current attitudes - we continue to monitor and update the available data on an ongoing basis.
SOLT and UK Theatre would like to give huge thanks to Richard Huntrods for all his work on this project. We would also like to thank the whole Audience Research Group for their continuing support, and thank you to those who have contributed valuable research to this document.
We are aiming to update this document every month or so, or whenever significant political announcements or social shifts require us to review the available data.