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Tried and Tested Ways to Sell a Play

My Krispy Talk with Nicole Garbellini at the end of last month was packed with insights. I mean, Aurora Theatre HK is, at the time of writing, a month shy of a decade. That’s at least 9 years, and some, of growth in the name of theatre.

I’d consider Nicole a big deal in the growing english theatre space in Hong Kong. After all, she stood the test of time! Despite that though, she’s one of the most down-to-earth, spirited people to have a conversation with and is truly unafraid of sharing the wisdom she has picked up over the years.

I highly recommend you play our Krispy Talk in the background as you work. The videos are available here and here.

That said, I have gleaned and expounded on one of the many tips I picked up from the Krispy Talk that you might find useful if you’re a theatre company or venturing out on your own — Tried and Tested Ways to Sell a Play.

1. Utilise every aspect of social media

If your neighbour’s pets have social media, you can rest assured that the audience you’d like to invite to your play are also on it. Plus, social media is a free resource, so fully utilise it. Posts, stories, hashtags, the whole shebang!

2. Build and grow your mailing list

This is another free resource you have at your disposal. A quick google search will show you the several companies that offer this service for free for starters. Do keep in mind that growing a mailing list is part of a long-term strategy instead of as a one-off basis.

3. Meet people in your industry

Have a chat with people in your industry. There’s always something to learn from peers that have been through their share of producing, directing or acting in a play. Also, we know the importance of lifting each other up and we will be more than happy to support that upcoming production of yours.

4. Meet people not in your industry

This might seem counterproductive, but meeting people outside of your industry allows you to extend your influence outside of the theatre circle. Plus, if these people like your way of storytelling, you are that much closer to having them at your play and even better, a consistent supporter. This multiplies, slowly, but consistently. Believe us.

5. Reach out to press for features

Local listings, publications, radio stations, and podcasts are always on the lookout for events happening within the community. So don’t hesitate to reach out to them for features. Perhaps come to an agreement for a little more as well. This may or may not be a free resource.

6. Engage your actors and production team

Last but not the least—your actors and production team. Start from within. Each member of your production team is a valuable resource for word-of-mouth. Especially since they will be starting with the people that are closest to their hearts and most willing to support them.


Your resources are actually already around you. All you need to do is tap into them! Let us know which of these methods are your favorite, which you’ve found most success in, and which of them you can’t wait to try!

Of course, if you have any questions, don’t hesitate to drop us a message. We’re on facebook, instagram, linkedin, and our email is

Til next time!

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