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The Theatre category experienced a decrease in ticket sales revenue by 19.3% from $79.6m in 2016 to $64.2m in 2017 despite moderate growth in attendance by 7.9% from $1.35m in 2016 to $1.46m in 2017. The decline in revenue was primarily attributed to the decline in average ticket prices by 26% from $66.51 in 2016 to $49.24 in 2017, as well as less major national commercial theatre tours in 2017 in comparison to 2016. For example, Mrs Brown’s Boys which toured nationally in 2016 did not take place in 2017.
64.2% of revenue and 70.7% of attendance in the Theatre category was generated through performances by AMPAG companies including Bell Shakespeare, Belvoir, Black Swan State Theatre Company, Malthouse Theatre, Melbourne Theatre Company, Queensland Theatre, State Theatre Company of South Australia and Sydney Theatre Company. AMPAG theatre companies overall experienced a decrease in revenue by 16.9% and an increase in attendance by 15%.
Major attractions included high-profile theatre productions such as the Melbourne season of Pop-Up Globe’s Much Ado about Nothing, As You Like It, Othello and Henry V, as well as national tours of 1984 and The Play That Goes Wrong.
Victoria was the only state or territory to experience a growth in revenue by 19.3%, primarily driven by the Melbourne season of the Pop-Up Globe. All the states and territories except NSW and Tasmania experienced growth in attendance. NSW and Victoria generated the majority of Theatre revenue and attendance, with a combined 77.9% of market share in revenue (36.1% and 41.8% respectively) and 74.5% of market share in attendance (37.8% and 36.7% respectively).