The behavior of entertainment audiences is changing dramatically. People have become more spontaneous in choosing their entertainment options. More young people are interested in entertainment, but younger audiences in particular are less likely to commit months in advance to specific dates or to an entire series of performances.

This change in ticket purchasing behavior has dramatic implications for entertainment producers and marketers. Therefore this future challenge should be answered with shows that are adventuresome, innovative, memorable and engage audiences in an inherently personal way. As we all work in the entertainment industry we should be aware of the following: as the range of sophistication levels in the audience widens over time, so do expectations for fulfillment.

When someone asks us if entertainment is good for us, we always say that ‘Entertainment is one of the best medicines’. Therefore we should be as creative to fulfill expectations of audiences worldwide. One of the reasons can be found in the following sentence of Paula Vogel, Pulitzer prize-winner playwright 2005, ‘I write the script, the directors and actors and designers write the production, and the audience writes the play. If there are 200 audience members, there are 200 plays.’ It’s simply about the audiences, and that’s the reason why we at BongaJo focus on going beyond audiences’ high expectations.

Katherine van Liempt & Emile Lancee