Grace Murrell

Research Project

Stage, Screens, and Strategies: Exploring the Impact of Influencer Marketing on Broadway Ticket Sales


I am so excited to be an Industry Lead for Signify 2024! Having attended other panels and networking events at TMU, I am grateful to have had the opportunity to help organize one myself. Thank you to all the working professionals who have taken the time to speak at or attend Signify – your insights are truly invaluable.

Research Summary

This research project explores the potential of influencer marketing as a strategic tool to help generate ticket sales in the theatre industry, where the majority of Broadway productions are unable to break even. The study seeks to understand how theatre marketing professionals currently utilize influencer marketing, if it has the potential to boost ticket sales, and if it could attract a younger audience. This research was conducted by interviewing Broadway professionals. The study aims to investigate if influencer marketing can boost theatre ticket sales, particularly among new audiences.

Research Poster

Lightning Talk

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