What The Goodman Theatre Is Finding Out With Its Audience Engagement Experiments

Engagement isn’t just a simple matter of making more information available. It’s a mindset. “What if a person pays $50 for a show they end up hating? Or what if a person is organizing a night out with friends, or a date, or a family gathering—and everyone has a poor experience? Our goal is to show them that a new play is exciting because it’s untested, not in spite of its lack of production history. Who wouldn’t want to be part of something new? Letting the au