Finding Out More From Box Office Data

Roger Tomlinson

Describes the collection and use of box office data for arts marketing. Computerised box office systems are now available which compile a patron database as a central function and offer additional opportunities to capture information and integrated analyses of patron data.
  

Finding Out More From the Box Office

Roger TomlinsonARTS

 

INTRODUCTION

Whether in galleries, concert halls, theatres, cinemas or arts centres, arts marketers have a fundamental need to know who their customers are and to have as much information as possible about them, their interests and attitudes.

Traditionally, they have used surveys of attenders and mailing list preference questionnaires to research more information about their current attenders. For the performing arts, the audience survey has been developed to collect a wide range of information with a methodology which delivers reliable results and, with data aggregated together, a...

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