According to a recent story in the Hollywood Reporter, over 90% of 18-35 year olds go online to receive information about movies.
If you were to conduct this same research for the theatre industry, we don't think you would get the same astronomical percentage - but you would find that a very large percentage of theater goers did research reviews online before purchasing ticket to a Broadway show.
That means that every review posted about your show potentially has a shelf life of - well, indefinitely.
Think about it, ten years ago, if you had missed a show review in The New York Times, how would you have ever actually read it. You wouldn't have! Right?
Is it possible that ten years ago when you ran a big quote ad in The New York Times piecing together compelling quotes from a critic that they had more weight from an advertising standpoint simply because there was no way for a consumer to validate the claim?
Think about how easy it is today to find out if a show received critical praise or not. And if you expect someone to spend $110 on a ticket, you can be sure as consumers become more web savvy they will be turning to the Internet to better research their purchasing decisions.
Just Google your show name and the word "broadway reviews" and you will see.
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