Theatre Marketing and Cultural Display: A Comparative Study of Performance Promotion Strategies in Singapore and Shanghai

DOI

10.2991/978-2-38476-475-4_68How to use a DOI?

Keywords

Theatre Marketing; Cultural Display; Urban Culture; Artistic Ecosystem

Abstract

In the context of increasing global cultural interconnection, theatres, as vital sites for cultural exchange, face the challenge of balancing localization and internationalism. This study analyzes the cultural communication strategies used by theatres and examines their role in shaping cultural ecosystems and urban branding. Focusing on how theatres balance marketing, cultural display, and social functions, it explores how these elements address the growing demand for spiritual and cultural needs in contemporary society. Using a literature review approach, this research analyzes cultural policies, official websites, promotional platforms, and academic studies to identify the similarities and differences in the strategies employed by theatres. The study finds that Singapore theatres emphasize multicultural inclusivity, disseminating the arts and fostering integration across diverse communities, while Shanghai theatres, rooted in local culture and informed by an international perspective, prioritize the collaboration between community development and commercial growth. Despite these differences, both regions contribute to the thriving cultural ecosystem of urban theatres, offering valuable insights for future development. Ultimately, this study provides recommendations for optimizing theatre cultural communication strategies. Particularly in the context of global cultural fusion, how theatres balance local culture and international demands has become key to enhancing both urban branding and cultural ecosystems.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiran Zheng
PY  - 2025
DA  - 2025/11/11
TI  - Theatre Marketing and Cultural Display: A Comparative Study of Performance Promotion Strategies in Singapore and Shanghai
BT  - Proceedings of the 2025 10th International Conference on Modern Management, Education and Social Sciences (MMET 2025)
PB  - Atlantis Press
SP  - 604
EP  - 612
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-475-4_68
DO  - 10.2991/978-2-38476-475-4_68
ID  - Zheng2025
ER  -