How to Get Producers (and Audiences) Excited About Your Play

You’ve written a play you believe in. The story moves you, the characters feel alive, and the themes hit close to home. But now comes the hardest part: getting others—especially producers and audiences—to feel the same spark you do.

Marketing your play isn’t just about selling tickets or getting a reading; it’s about telling a story that invites others to invest emotionally and financially in your vision. Here’s how to use the power of storytelling and strategy to get producers and audiences truly excited about your work.

1. Craft a Compelling Pitch and Elevator Summary

Before anyone reads your full script, they’ll encounter your pitch—and first impressions matter. Whether you’re applying to a festival, meeting a potential producer, or writing an email to a literary manager, your summary should make them say, “I need to know more.”

TMS TIP: Sign up for our All Access Pass and get instant access to our Ultimate Pitching Course to help you refine your pitch! (CLICK HERE to enroll now)!

2. Use Storytelling Techniques to Hook Producers

Think of your marketing materials—your synopsis, artist statement, or even your website—as extensions of your playwriting. The same principles of great storytelling apply: tension, emotion, and clarity.

Ask yourself:

• What’s the emotional heartbeat of your play?

• What’s the central conflict that drives it forward?

• Why is this story urgent now?

Producers are constantly searching for stories that resonate with audiences and reflect the current cultural moment. Frame your play in that context. 

By articulating your “why now,” you help producers connect your story to larger conversations, making it more marketable and meaningful.

3. Strategically Submit to Festivals and Competitions

Not all submission opportunities are created equal. Rather than sending your play to every open call, target festivals and competitions that align with your play’s tone, theme, and production scale.

• Research their past seasons. Do they favor intimate dramas, experimental works, or large-scale ensembles?

• Follow the rules exactly. You’d be surprised how many scripts are disqualified over formatting or file name errors.

• Personalize your cover letter. Reference something specific about their organization—show them you’ve done your homework.

Also, don’t view submissions as a numbers game. Focus on cultivating relationships with organizations that genuinely champion new voices. A single meaningful connection can lead to future commissions or collaborations.

TMS TIP: Our TMS members get access to our monthly play submission list for a curated list of opportunities! (CLICK HERE to enroll now)!

4. Turn Readings Into Momentum-Building Marketing Events

A staged reading or workshop production is more than a chance to hear your play aloud—it’s a marketing opportunity in disguise.

To make the most of it:

• Promote it like a premiere. Create a simple flyer, share on social media, and invite producers, reviewers, and other theater-makers.

• Capture the moment. Take photos, record snippets, or collect audience reactions to use later in your marketing.

• Gather testimonials. A quote like “The most original play I’ve seen in years” can be gold for your website or submissions.

• Follow up. Send a thank-you email to attendees with updates or next steps for the play’s development.

Each reading should feel like a step forward—a chance to build buzz, gather data, and refine your pitch for the next stage.

Getting producers and audiences excited about your play isn’t about hard selling—it’s about connection. You’re not just offering a script; you’re offering an experience that can move, challenge, and inspire.

When you pitch from a place of passion and clarity—when your story’s “why” shines through—people will want to come along for the ride.

So, the next time you talk about your play, remember: the story doesn’t start on the page. It starts with you—and how you share it with the world.

Best,

Monica Hammond
CEO, The TheaterMakers Studio