Teatreneu is an independent theatre company which has seen an alarming decline in its audiences due to the economic situation and the increase in taxes on arts performances.
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.
Because it got generate an increase in sales.
Describe the creative solution to the brief/objective.
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 pay at the end and according to the laughs generated by the show.
The average ticket price was up by 6 euros on traditional performances.
The system was covered in the leading national media. This generated more publicity and, as a result, 35% more audience.
Each Pay Per Laugh performance took 7,200 euros, compared to the 4,400 euros they had been making before.
The Pay Per Laugh system is currently being replicated in other comedy theatres around Spain.
A mobile app was created to use as a payment system in other independent venues. And the first payment by the number of laughs and not performances was successfully launched.