Performing Arts Marketing: Issues and Challenges among Theatre Associations in Malaysia
DOI:
https://doi.org/10.37134/juraisembah.vol6.1.2.2025Keywords:
audience development, cultural sustainability, performing arts marketing, theatre associations, theatre marketingAbstract
This article explores the critical issues and challenges faced by Theatre associations in Malaysia in marketing their productions effectively. It also examines strategic solutions to enhance their sustainability within the cultural and creative ecosystem. Using a qualitative approach, this study employs in-depth interviews, direct observations, and focus group discussions (FGD) with three key Theatre associations: Sabah Theatre and Arts Management Association (STAGE Production), Kelab Katarsis Seni (KATARSIS), and Kelab Teater Asar Negeri Sembilan (ASAR). Findings reveal five major challenges: increasing competition among Theatre associations, financial constraints affecting visibility, weak financial management and auditing practices, the speculative nature of the Theatre market, and competition from dominant digital entertainment. To address these issues, this study proposes strategic measures, including strengthening internal financial audit mechanisms, compliance with accredited financial reporting standards, realistic budget planning, and diversifying revenue sources. The study emphasizes the need for theatre associations to adopt modern and effective marketing approaches, not only to boost ticket sales but also to ensure organizational sustainability in a highly competitive industry. Integrating digital technology, strengthening brand identity, and fostering collaborations with stakeholders are essential for resilience and growth. The implications of this study offer valuable insights for Theatre practitioners in crafting more effective marketing strategies while contributing to the broader discourse on developing Malaysia’s performing arts ecosystem.
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Copyright (c) 2025 Amsalib Pisali, Asmiaty Amat, Ramraini Ali Hassan
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