World Theatre Day – The Evolving Era of Gifting Experiences

“All the world’s a stage, and all the men and women merely players..” – William Shakespeare

Shakespeare’s words are still so relevant in today’s world. Apart from the metaphorical relevance to a 25ft x 20ft stage with the real world, the stage with the limited dimensions itself is a universe that has no infinity.

Every year, 27 March is observed as World Theater Day across the World to create awareness about the losing importance of Theater. It was initiated in 1961 by the International Theater Institute ITI to reflect the importance of theater and the impact of the art form on the world.

For years the audiences who have been attracted to the stage have only grown over time encouraging a wide range of experiments and forms.  The live performances market in India is more then worth 354 billion and is growing at a speed of 13.5% every year according to a report published by FICCI in 2016.

And with years, the experience market will only grow exponentially as the live art form not only possesses the ability to create memories but indeed can endeavor real-time transformations.

Hence, apart from the product gifting market, the live experience sector is booming at a significant pace as the new way of gifting.

Corporate companies, individuals and organisations are tending to gift experiences to their clients and employees by organizing live performances, gifting concerts and shows passes as a part of their cultural programs, important corporate gifting occasions and occasional retreats.

Despite the growing demand of the OTT platforms like Netflix, Hotstar, Amazon Prime, etc., where viewers can view best entertainment shows at their home;  the live experiences market stands stronger and grows at its own pace as the fascination of interacting with live performers and experiencing live art has got its loyal audiences which keeps growing with time and shall continue to contribute in keeping the life of live art alive!