What does "papering the house" refer to in theatre marketing?

"Papering the house" refers to the practice of giving away tickets in order to fill seats for a performance, which creates the illusion of a larger audience and, consequently, a perception of high demand for the show. This strategy is often used to generate buzz and interest, making the production seem more popular than it may actually be. When a show appears well-attended, it can influence potential ticket buyers, making them more likely to attend future performances, as they perceive it as a sought-after event.

This practice is especially relevant in the competitive landscape of theatre, where attracting a larger audience can enhance word-of-mouth marketing and overall visibility within the community. It can also help to establish a positive atmosphere within the theatre, as a fuller audience often contributes to a more vibrant and engaging experience for both the performers and those in attendance.