A ______ Thing Happened on the Way to the Theatre

John Howrey, MFA ’13

thesis abstract

When does a performance begin? For the audience, the experience of a show begins long before the house lights dim and continues long after the applause has faded. By combining experience design and dramaturgical outreach how can we deepen the ecology of communication surrounding a performance? How many ways can we touch the audience and enhance their understanding of what the performance experience? In what ways can we understand audience’s relationship with a production as a completely designed experience? The research documented in this thesis uses a variety of touchpoints such as lobby experiences, institutional branding, and other audience outreach modes in both analog and digital formats.

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