Theatre marketing for a full house every night.
A full house, every night of the run. Long runs live on steady demand. NYBA forecasts every performance, spots the soft dates weeks ahead and moves budget to the seats that are still open, so the run does not depend on the opening weeks alone.
Opening night sells itself. The challenge is the wet Wednesday in February, the matinee in the school holidays that nobody planned for and the extension that has to sell without the buzz of a premiere. Theatre is won performance by performance.
Hundreds of performances, one budget
A musical in a long run can play eight shows a week for a year or more. Each performance has its own demand: weekends and holidays fill early, midweek evenings fill late, matinees depend on families and groups. Price zones and premium seats sell on their own curves.
Campaigns that optimise for the show as a whole keep feeding the performances that were going to sell out anyway. The soft dates only become visible when it is too late to do much more than discount.
How NYBA runs a production
1. Forecast every performance
NYBA reads sales from your ticketing system and forecasts each performance against capacity, by date, time and price zone. Soft dates show up weeks ahead, while there is still time to act.
2. Fill the gaps automatically
Budget shifts to the performances that need it, with campaigns across Meta, Google, YouTube and TikTok aimed at the audiences most likely to book those dates: locals for midweek, families for matinees, visitors for the weekends.
3. Keep the run alive
Extensions, cast changes, anniversaries and seasonal peaks each get campaigns timed to the moment, so the run keeps its momentum long after the premiere.
What your team sees
One line per performance, based on tickets actually sold, not on purchases reported by the ad platforms.
Built for producers and venues
Producers, theatre operators and touring productions use NYBA to keep long runs and touring shows full. Mamma Mia!, Blue Man Group and Cirque du Soleil are among the productions that trust NYBA, with the NYBA expert layer supporting campaign planning and creative.
Case: Blue Man Group with Live Nation
For Blue Man Group, NYBA and Live Nation created the first official TikTok case study in live entertainment. The campaigns reached 130x ROAS at a 1.34% click-through rate and were among the best-performing campaigns worldwide at the TikTok Ad Awards. NYBA also works across five Cirque du Soleil productions in Europe: Corteo, Kurios, Luzia, Alizé and Alegría.
Theatre and musical marketing: questions producers ask
How does NYBA help theatres and musicals sell long runs?
NYBA forecasts every performance against capacity, by date, time and price zone. Soft dates show up weeks ahead, and budget moves automatically to the performances that need it, with audiences matched to each slot: locals for midweek evenings, families for matinees, visitors for weekends.
Can NYBA forecast single performances and price zones?
Yes. Every performance gets its own occupancy forecast, split by price zone and premium seats, and it updates as sales come in. Your team sees one line per performance, based on tickets actually sold.
Does NYBA work with our ticketing system?
Most likely. NYBA works with Ticketmaster, Eventim, See Tickets, DICE, vivenu, Eventbrite and more than 20 other systems, including market-specific platforms and own shops.
Is NYBA a theatre marketing agency?
No. NYBA is a software platform, NYBA OS. Campaigns across Meta, Google, YouTube and TikTok are booked in the platform, go live automatically and are optimised on data from more than 75 million tickets sold. The NYBA expert layer supports campaign planning and creative.