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Theater's nostalgic connection : nostalgia's impact on the entertainment industry and strategies to solve an age-old problem

Author: Nicole Koenig
Publisher: [Long Beach, California] : California State University, Long Beach, 2018.
Dissertation: M.B.A./M.F.A. California State University, Long Beach 2018
Series: California State University, Long Beach.; Master's thesis collection, Department of Theatre Arts.
Edition/Format:   Thesis/dissertation : Thesis/dissertation : eBook   Computer File : English
Summary:
Abstract: Non-profit theater companies around the United States struggle to attract younger audience members, which becomes a bigger problem with each passing year as their current consumer base is dying from old age. This paper discusses using nostalgia as a method of attracting the millennial generation to attend the theater. The paper first analyzes the middle class millennial and the reasons that they choose to  Read more...
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Details

Genre/Form: Academic theses
Material Type: Thesis/dissertation, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Nicole Koenig
ISBN: 9780355858433 0355858436
OCLC Number: 1054184615
Description: 1 online resource (iv, 79 pages) : illustrations (some color)
Series Title: California State University, Long Beach.; Master's thesis collection, Department of Theatre Arts.
Responsibility: by Nicole Koenig.

Abstract:

Abstract: Non-profit theater companies around the United States struggle to attract younger audience members, which becomes a bigger problem with each passing year as their current consumer base is dying from old age. This paper discusses using nostalgia as a method of attracting the millennial generation to attend the theater. The paper first analyzes the middle class millennial and the reasons that they choose to not attend the theater. The paper continues by defining nostalgia, its history, and its effects on the individual and on consumer behavior. The paper lists examples in other forms of entertainment that compete with theater and in retail that have used strategies with nostalgia that have proven to be successful with the millennial generation. The paper ends by observing how nostalgia has been successful in theater and provides tactics and strategies for theater companies as possible solutions to the lack of younger audience members.

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