The pandemic caused by the novel coronavirus has not only put the world on pause, but comes wrapped in a veil of massive uncertainty. For cultural institutions, the question is, when will operations get back to normal and then, will people come? For theaters, where people sit cheek-by-jowl in enclosed spaces, this issue is particularly a source of concern. New studies, by two research firms, Shugoll and IMPACTS, confirms a significant reluctance to return to live performances in such an environment.
Shugoll Research recently conducted a study of theater-goers in New York City as well as another of theater-goers nationwide, which show that 41 percent of regular NYC patrons and only 36 percent of patrons nationwide say they plan to return to previous theater-going habits when venues reopen. The majority in both study groups indicate they will wait between three and six months before attending theater again. IMPACTS Research & Development studied the willingness of people to return to different kinds of cultural activities. Results demonstrated a consistent hesitation to return to live theater compared to other cultural options such as historic sites, museums and sporting events.
Both studies polled respondents on what would make them feel confident about returning; the prime factor was reported to be the availability of a coronavirus vaccine. Other factors influencing a decision to return to live theater were allowing for vacant seats to ensure social distancing, placing hand sanitizers throughout the theater, cleaning and disinfecting before each performance, requiring all in the audience to wear face masks and requiring everyone’s temperature to be taken at the door before entrance. Non-health factors influencing decision making included lower ticket prices, lifting of travel bans and waiting to see if others return to theater-going.
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