The performing arts world faced a tough road to recovery after the pandemic. In Italy, ISTAT data from 2022 shows a significant rebound in attendance for concerts and cinema, yet these numbers have yet to reach pre-pandemic levels. The most encouraging trend? Theatre is making a strong comeback, reclaiming its place in the cultural landscape.
Interestingly, statistics indicate that women have returned to theatre in greater numbers than men, highlighting a strong female audience engagement in live culture. (Source: https://www.istat.it/storage/ASI/2023/capitoli/C10.pdf).
However, there’s one demographic that still remains hesitant: young people. While those under 24 are generally open to cultural experiences, theatre continues to struggle in attracting their attention, with participation rates still far below pre-pandemic levels. The challenge now is clear—how can theatre become more appealing to younger generations?
The Power of Social Media in Revitalizing Theatre
One possible solution? Meeting young audiences where they already are—on social media. Theatres must integrate platforms like Instagram, TikTok, and YouTube into their promotional strategies, leveraging influencers and content creators to present theatre in a fresh and accessible way. This is precisely the mission of the #TheatreIsCool project, an initiative designed to bridge the gap between traditional theatre and digital culture. By using engaging storytelling, behind-the-scenes content, and collaborations with creators, #TheatreIsCool seeks to shift theatre’s outdated image and make it relevant for younger audiences.
An Interview with Rebecca Piccoli: The Force Behind “Verona in Scena”
One of the most inspiring examples of this movement is “Verona in Scena,” an Instagram page created by Rebecca Piccoli, a dancer and actress studying theatre with the Dezede association (https://dezede.it/). Realizing the lack of visibility for many theatrical productions, Rebecca took it upon herself to create a social media hub that promotes theatre, dance, and live music events across Verona and its province.
How did the idea for “Verona in Scena” come about?
“I noticed how difficult it was to find a comprehensive list of theatre performances in Verona and its province. If someone wanted to go to a show spontaneously, they’d only find the same big theatres and companies listed on mainstream platforms, while so many artistic realities remained in the shadows. Talking to theatre-loving friends, I realized this was a common issue. That’s when I decided to launch ‘Verona in Scena,’ an Instagram profile that gathers and promotes all kinds of live performances—from major theatres to intimate venues. It’s something I do voluntarily, for both the audience and the companies that deserve more visibility.”
What are the biggest challenges of promoting theatre on social media?
“One major challenge is information gathering. Every week, I browse through 72 different web pages to compile a complete listing of shows. Despite this, some events still slip through the cracks because many theatre companies fail to update their social media or websites regularly. Another challenge is promotional materials—sometimes I have to create posters myself, pulling images from artists’ social media accounts and piecing together event details from various sources.”
How can social media help attract younger audiences to theatre?
“Social media is where young people spend their time, yet theatre is still seen as something distant, elite, even expensive. My follower data confirms this—only 23% are between 18-34, while the 45-54 demographic is slightly larger. The challenge is changing perceptions, making theatre feel alive and accessible. We need to show that theatre isn’t just ‘old-fashioned drama’ but an exciting, immersive experience.”
What strategies can make theatre more appealing to younger generations?
“There are many ways to make theatre ‘cool’ for young audiences:
Behind-the-Scenes Content – Sharing rehearsals, backstage moments, bloopers, and cast interactions to make theatre more relatable.
Short, Engaging Videos – Creating Reels and TikToks with iconic scenes, ‘emotion-switch’ challenges, and POV clips from the stage.
Influencer Collaborations – Working with digital creators who genuinely love theatre and can introduce it to new audiences through fun, engaging content
Theatre as a Lifestyle Experience – Posting about ‘pre-show outfits,’ ‘best venues in town,’ or ‘where to grab a bite before a performance.’
Exclusive Deals & Discounts – Offering student discounts, flash sales, and social media promo codes to make theatre more affordable.
Interactive Content – Polls on which play to watch, live Q&A sessions with actors, or even audience-driven choices for play endings.”
Beyond the performances, what other aspects of theatre do you think young people find intriguing?
“Making theatre more accessible means helping audiences connect with what happens beyond the stage. Seeing actors their own age, watching behind-the-scenes content, and even creating post-show socialization spaces—like lounges or nearby cafes where audiences can discuss performances and meet actors—could make a big difference.”
Have social media changed how young people engage with live cultural events? How does “Theatre is Cool” fit into this evolution?
“Social media alone won’t bring young people to theatre—we also need performances that truly speak to them. Engaging theatre should contrast social media’s fast-paced nature by offering real, immersive, and participatory experiences. Comedies work well, but even historical or biographical performances can be captivating if told in the right way.”
What role do you see theatre playing in today’s society, and how can social media help shape its evolution?
“We live in a world of screens, where everything is filtered and artificial. Theatre is the exact opposite—it’s raw, live, and unrepeatable. It’s one of the few remaining spaces where stories are told in real-time, with no screens between the performer and the audience. Theatres have survived and evolved since the 6th century BC, and with the right approach, they will continue to thrive in the digital era. Social media, if used correctly, can help theatre rediscover its audience and prove that live storytelling is more relevant than ever.”
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