The Age of Digital Networks: Transforming the Marketing Model of Modern Theater

Huilin Wang, Section Chief of the Promotion Department at the National Taiwan College of Performing Arts, pointed out that in the face of a shrinking market for traditional opera, the troupe is now proactively engaging with schools and communities to bring operas to these venues, allowing students and the public to appreciate superb singing and high-caliber acrobatics. Once interest is sparked, it can increase their willingness to attend performances at the theater. Section Chief Wang also mentioned that in the past, people typically obtained information about traditional opera, such as plot summaries, performance times, and dates, through theaters, television, newspapers, and magazines. However, with the advancement of network technology and the popularity of mobile phones, modern lifestyles have changed. A lot of information is no longer centered around traditional media but has gradually migrated to mobile phones. Obtaining information online has become a mainstream way of life. As a result, using television commercials to promote traditional opera is no longer the main marketing strategy. It must keep up with the mainstream, shifting marketing efforts to digital platforms such as social media and video-sharing websites to ensure faster and broader promotion of opera.

Section Chief Wang further stated that the most widely used and popular social media platforms among the public are Line and Facebook, making them the best marketing tools for the troupe. By leveraging the high popularity and penetration of these platforms, the troupe has created an official account to post relevant information about operas. The troupe uses intriguing titles to pique public curiosity, encouraging users to explore opera details further. Additionally, the troupe posts plot highlights on these platforms to spark widespread discussion among internet users and establish a strong interactive relationship with them. These online marketing methods have become the most commonly used strategies for promoting traditional opera. In conclusion, the multimedia era has brought innovative and diverse marketing approaches to opera, aiming to reach a wider audience, helping more people appreciate traditional opera and rekindle their enthusiasm.

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