Promotional Strategies for Revenue Generation in University Theatre: A Study of Pinnacle Productions 2026

Abstract

This study examines the promotional strategies for revenue generation in Akwa Ibom Stare University (AKSU) Pinnacle Theatre, highlighting the need for effective marketing approaches for enhanced theatre patronage. However, the lack of effective promotional strategies and financial sustainability has continued to pose a threat to the theatre venture as traditional promotional methods alone are no longer sufficient in an era dominated by digital communication and dynamic audience behaviour. Many theatre practitioners lack the necessary marketing expertise to design and implement comprehensive promotional campaigns and this is reflected in low turnout, inadequate publicity, limited sponsorship and insufficient internally generated revenue. This study is anchored on Philip Kotler’s Marketing Mix Theory as the qualitative data gathered through key informant interview (KII) and participant observation of selected stage performances in the Akwa Ibom State University Season of Performances 2026. Findings from the research shows that promotion strategies and revenue generation in theatre productions reveals that the success and sustainability of theatrical performances depend largely on the effectiveness of promotional activities, especially through the use of digital technologies for marketing and diversifying the channels available for the inflow of revenue. The study recommends that, theatre practitioners should develop and drive entrepreneurial initiatives for sustainable promotional framework, identifying innovative marketing practices that will contribute positively to the creative economy through cultural entrepreneurship while providing practical policy recommendations for effective university theatre administration.