Spatial Dynamics of Theatrical Success: Unveiling the Impact of Performance Venues on Audience Turnout in Lagos State, of Nigeria

Abstract

In the realm of performing arts, the theatre transcends mere physicality, evolving into a sacred space where shared experiences unfold between thespians and their discerning audience. The sanctity of this exchange is rooted in the symbiotic relationship between the performance and the spectator. This study explores the revered intersection of performance spaces and audience turnout, focusing on Lagos State's vibrant cultural landscape. Despite numerous factors influencing audience attendance, scant scholarly attention has addressed the profound impact of the performance venue itself. This research remedies this gap by applying Alfred Weber's Location Theory and Jerome McCarthy's Four Ps (Product, Place, Promotion, and Price) to unravel the complex variables dictating venue selection. The National Arts Theatre, the MUSON Centre, and Terra Culture serve as distinct performance spaces for our investigation. Through rigorous literature review and astute venue observations, this research unveils nuanced determinants shaping venue selection. It posits that a venue's geographical location and architectural aesthetics are intrinsic determinants in realizing a production's objectives. Findings illuminate a compelling narrative: the performance venue is not a mere backdrop but a protagonist in the drama of audience patronage. Every spatial configuration becomes choreography, orchestrating the audience's journey toward pleasure and satisfaction. The judicious allocation of time, diligence, and resources in this research reflects a commitment to unravelling the intricate tapestry of spatial dynamics, ensuring each theatrical presentation is a magnum opus of artistic resonance and audience delight. This study is a clarion call for a paradigm shift in the discourse on theatrical success, heralding an era where the venue itself emerges as a pivotal player in the grand symphony of performance art.