Enhancing Theatre Business Through Social Media: A Case Study of Nallur Drama Nights

This study explores the transformative role of social media in revitalizing community theatre through a case study of the "Nallur Drama Nights" initiative in Northern Sri Lanka. The project, addresses the creative and emotional needs of children in a post-conflict region while providing sustainable income opportunities for local artists. The key objectives are to assess how digital platforms influence audience engagement and attendance and examine the economic impact of social media marketing on local theatre sustainability. It also identify best practices for integrating digital tools into community arts promotion. Employing platforms such as Facebook, WhatsApp, and YouTube, the initiative demonstrates how grassroots theatre can leverage digital tools for marketing, engagement, and sustainability. Through a mixed-methods approach, quantitative audience data and qualitative insights from stakeholders reveal the impact of targeted social media strategies, including dynamic content and community-driven communication. The study was conducted between June 5 and October 7, 2024, encompassing 18 theatre events during this period. The findings underscore the potential of digital marketing to enhance visibility, increase attendance, and support financial stability in theatre programs. However, challenges such as inconsistent engagement highlight the need for strategic planning and optimization. This research provides actionable recommendations for integrating social media into the promotion and operational frameworks of theatre businesses, emphasizing the balance between artistic integrity and economic viability.