The cry in advertising and marketing meetings all over the country is, “We need to find younger audiences!”

And I agree.

But . . . something tells me that this same cry has been heard for every decade of theatergoing.  I have to wonder if even Shakespeare himself was frustrated because he couldn’t get college-age kids to put down their PBR, leave their sorority parties and come listen to some verse.

Back in this country, over the past 75 years, has the theater ever been something that the youngins have flocked to organically?

Nope.

Unfortunately, that means it’s going to take a lot more than a $25 ticket or a ‘bring us your empty PBR can and we’ll give you a free t-shirt promotion’ to win over this lot.

It’s going to take the right product.

Unfortunately, product that appeals to this sect, doesn’t necessarily appeal to the traditional theater going sect, who are the fuel that keeps the theater going economically.

And, as ol’ Bill would say, “there’s the rub.”

Because we do need them.  And yes, every generation may have said that, but I believe that this generation needs it even more, thanks to the declining attendance on Broadway and the declining participation in the arts nationwide.

While young audiences may not be the answer for your short term sales needs, if you’re looking to stay in this business for a long time, they are the future of your long term needs.

Because they grow up.

And eventually they grow out of PBR-soaked hangovers and would rather enjoy a night of Hamlet instead.