The sun came out this year on Broadway.
The Broadway League released its 15th annual demographics report today, and it’s good news for fans of the Great White Way: 2012 was the strongest year ever in terms of attendance and grosses. The Broadway box office hit almost 1.14 billion dollars this year.
“This was our strongest 52-week season in history…with over 12.3 million admissions,” said Charlotte St. Martin, Executive Director of The Broadway League, in a press release. “We are pleased to see growth in international market, as New York City continues to show strong tourism numbers. As well, the 2011 – 2012 season saw an increase in the diversity of our audience. Word of mouth continues to be the greatest influence for show selection, with a notable uptick in the power of social networking posts.”
The bigger news is that attendance is up – not just grosses. As ticket prices have continued to rise, it’s no surprise that gross numbers would also be inflated.
Other interesting theater facts from the study:
- Playgoers tended to be more frequent theatregoers than musical attendees. The typical playgoer saw six shows in the past year, compared with four for the musical enthusiast.
- Tourists accounted for 63.4% of all ticket sales.
- International tourists accounted for 18.4% of all admissions to Broadway shows.
- 47% of respondents said they bought their tickets online, up from 44% last year.
-67% of audience members were female.
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