Cash and Customers: Theatre Revenue and the National Economy

Abstract

While statistical information on certain sectors of the British theatre is slowly becoming available – notably from the Arts Council and the Society of West End Theatre, as also from researchers in the Department of Arts Administration at the City University – few attempts have yet been made to draw useful conclusions from these figures, or to deduce how they might be helpful in terms of forward-planning and projections. In the following article. Paul Huntington examines the relationship between theatre revenue and total consumer expenditure, in the context of published figures which illustrate the changing national economic picture of the past decade. He examines not only the way in which these figures tend, naturally enough, to confirm certain expectations – for example, concerning the impact of tourism on the theatre – but also less expected findings, such as the relative upsurge in the fortunes of the regional theatres at a time of slump in the commercial sector of the West End.