"The performing arts face a bigger challenge, before anyone enters the concert hall or theatre: discovery. In a museum, the cost of engagement is low. If a painting doesn't move you, you walk five feet to the next one. In the performing arts, the transaction cost of a "miss" is huge. We ask audiences to commit fifty dollars, a babysitter, parking, and three hours of their Friday night to a specific, unchangeable event."
"The standard arts listing is a relic of the print era, one that we just pasted onto the web and failed to update. It consists of a title, a generic publicity photo, a list of names, and a 200-word paragraph of marketing copy that tells you everything about the plot and little about the experience that you'll have. Some organizations add video and maybe an interview with the director or links to reviews."
Performing arts face a discovery problem because audiences must make high-cost commitments for single events. Museum visits allow low-cost sampling, while theater and concerts require money, time, childcare, and travel. Traditional listings remain relics of the print era, offering titles, photos, cast lists, and marketing blurbs that describe plot but not experiential fit. Static listings do not tailor information to individual interests or lower perceived risk. Marketing is shifting toward interactive, personalized dialogue enabled by AI, which can invite interrogation, surface relevant opportunities, and better match audiences with experiences they are likely to enjoy.
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