Teatreneu: Pay per laugh

This case study describes how Spanish comedy theatre Teatreneu created a novel way for audiences to pay for performances.

Teatreneu: Pay per laugh

The Cyranos/McCann Barcelona

What were the objectives for the creative work?

The aim was to break down consumers' reluctance to choose a form of leisure like the theatre and so build up audience numbers and at the same time increase average ticket prices.

Commercial: increase ticket sales

Marketing: higher penetration and fight against the economic crisis

Communication: higher brand awareness

What was the strategy behind the creative work?

To free people from a complicated decision and get them filling theatre seats again, we designed a ground-breaking, attractive and "fair" system of payment whereby they would only...

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