In this session...
Today, it’s more important than ever to create engaging IRL experiences, and while Broadway is the OG of in-person magic, it’s getting an upgrade as it stretches experiential possibilities. Tony Award winner Hunter Johnson, the CEO of Xpedition—part marketing agency, part entertainment studio–co-produced two major theater smashes of 2025: Sunset Boulevard, starring Nicole Scherzinger, and the West End revival of Evita, with Rachel Zegler.
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Both productions feature stretches in which actors exit mid-show to engage with the real world and the public, while the show’s audience watches live on screen, upping the ante for not just the performance, but Broadway itself. What happens when experiential expertise hits the stage? How does this affect audience expectations? And how can the (extra) public nature of this kind of work impact the marketing of the shows themselves? In this session, Johnson joins three highly influential experts in the Broadway space to break down these questions and more, as we look ahead to theater’s future.
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What You'll Learn from This Session...
- The benefits of theater concepts becoming sustainable marketing strategies – and live advertisements – for attracting new audiences.
- Understanding the arc of live performance through a marketing lens, and why audiences demand more from contemporary experiences.
- How storytelling and theater can help your marketing experiences
- How brands can work with Broadway
