After going through a difficult year in 2022, Quebec theater institutions are optimistic and have good hopes of seeing audiences return to theaters in 2023.
They are also aware that strategies will have to be put in place to find the attendance figures before the pandemic. Which could take a few years.
COVID-19 and inflation have led to a decrease in subscriptions and increased last-minute ticket purchases.
At the Rideau Vert, in Montreal, the drop in subscription sales is 40% compared to the 2019-2020 season before the pandemic.
At Trident, in Quebec, it is 25%. At the Théâtre du Nouveau Monde, the reduction is 15%. At La Bordée, it was light.
“It was going very well before the pandemic. I’m quite optimistic. I have the impression that it will subside, ”said Céline Marcotte, general manager of the Rideau Vert.
The pandemic, the risk of cancellations, the current economic context and an enhanced cultural offer have accentuated the phenomenon of last-minute ticket purchases. A trend that is not new, but which has gained momentum.
“People need to feel like the show is going to be a must before they buy tickets. It’s harder to get the world out. We can’t wait to get back to the rhythm before the pandemic. It will take some time, ”said Marc-Antoine Malo, co-director general of Trident.
Word of mouth
Frédérique Brault, of the Théâtre du Nouveau Monde, believes that it will take two or three years to find the subscription and attendance figures before the pandemic.
“People take a little less risk. We are confident and optimistic for the future,” he said.
Word-of-mouth and good reviews promote ticket traffic.
At the Trident, Cabaret was played almost to sold-out houses. At the Rideau Vert, the public was there to Vania And Miss Julie. At Le Diamant, the room was filled for the shows Muse, The fury of what I think And Moby-Dick. At TNM, Twelfth Nightwith five more, was a success.
“The last week of Grosse Ile 1847 was sold out. Callsigns are good, but nothing should be taken for granted. We must continue to be dynamic,” noted Rosie Belley, co-director general at La Bordée.
At Le Diamant, in Robert Lepage’s theatre, shows are sold à la carte. There is no subscription plan.
“It’s unpredictable and it varies from show to show. Our mission is to convince people who have already been to Le Diamant to come back to see another show. You have to pick up the spectators one by one. The 2023-2024 season will be marked by recovery,” said Steve Labrie, general manager of Le Diamant.
The ticketing assistance program put in place by the Legault government, which ends in March, has enabled theaters to avoid serious financial glitches. This government aid, specifies Marc-Antoine Malo, co-director general of the Trident, gave security to the theaters and enabled them to continue their operations and avoid financial problems.