Independent theatres and the creation of a fringe atmosphere

Abstract

Purpose

The purpose of this paper is to establish the image and associated impression of atmosphere created by independent theatres at two fringe festivals namely, Edinburgh Fringe Festival and Melbourne Festival Fringe.

Design/methodology/approach

The paper contains a content analysis of promotional materials produced by the independent theatres for their involvement in their respective fringe festival.

Findings

The atmosphere created is of fringe festivals replete with serious experimental theatrical productions, with independent theatres being the home of alternative ideas and the performers being skilled in the production of the art form.

Research limitations/implications

The atmosphere created by the independent theatres is similar to that projected by the fringe festival overall.

Practical implications

The paper highlights the importance of the fringe festival organisers establishing a strong working relationship with the managers of independent theatres to ensure the most appropriate promotional material is used to attract the desired target audience to the fringe festival.

Originality/value

This paper is of value as most festival‐related literature provides only a passing mention to atmosphere whereas this paper investigates atmosphere in more depth. The paper adds to the limited research on fringe festivals.

Citation

Frew, E. and Ali‐Knight, J. (2009), "Independent theatres and the creation of a fringe atmosphere", International Journal of Culture, Tourism and Hospitality Research, Vol. 3 No. 3, pp. 211-227. https://doi.org/10.1108/17506180910980528