New York's Off-Broadway and downtown theatre scene is one of the most exciting in the world — and one of the hardest to break through in. Mobius is an international arts PR and marketing agency working Off-Broadway and across independent New York theatre, bringing two decades of festival and theatre experience to shows at venues like the SoHo Playhouse.
We came to New York the way many of our clients did: through the festival circuit. After years of running campaigns for Off-Broadway artists at the Edinburgh Festival Fringe and in London, we now work directly with New York venues and companies — and we are one of the few agencies who can carry a show across the Atlantic, from a Fringe run to a downtown New York season, with one team behind it the whole way.
We run press campaigns for Off-Broadway and independent New York shows — building relationships with US theatre media, downtown and industry outlets, and the critics who shape a show's reputation. We write press releases designed to cut through, pitch bespoke angles for each production, run a full press office chasing reviews and coverage, and report back as it lands. Recent New York work includes Xhloe and Natasha's A Letter to Lyndon B Johnson at the SoHo Playhouse, part of the International Fringe Encore Series, following the company's success at the Edinburgh Fringe and Soho Theatre in London.
Most of the ticket-driving work for a downtown show is digital. We plan and run paid social advertising — usually on Meta — split between prospecting activity that finds a fresh New York audience and retargeting that follows up the people who have already engaged. We set up conversion tracking against your ticketing system so campaigns optimise towards actual ticket purchases rather than just clicks, and we report on and adjust the spend throughout the run.
New York theatre still lives partly on the street and on the page. We plan and produce print and out-of-home — from show artwork and season brochures to placement around the venue and neighbourhood — co-ordinating artwork, deadlines and distribution so a show is visible where its audience actually is. Paid social works best with strong creative behind it, and where a company does not have festival-ready assets to hand, we work with a network of designers and content creators who can produce them.
The most cost-effective way to reach a local New York audience is often to go to the community directly — seeding shows into the groups, newsletters and networks where downtown audiences decide what to see, and running targeted email activity to theatregoers. It is warm, local and far cheaper per ticket than buying cold reach.
More and more companies now move a show through several markets — an Edinburgh Fringe run, a London season, and a New York transfer — and the marketing should travel with it rather than restart each time. Because we work at the Edinburgh Festival Fringe, the Adelaide Fringe and Off-Broadway, we can carry the assets, learnings and audience a show builds in one market into the next. Xhloe and Natasha are a good example — Edinburgh, then Soho Theatre in London, then the SoHo Playhouse in New York, with Mobius across all three. Find out more about our wider international services.
Our New York and Off-Broadway work includes the SoHo Playhouse and its artists, Xhloe and Natasha, Recent Cutbacks and Dutch Kills Theater — a mix of downtown venues and independent companies bringing bold work to New York audiences.
We would love to help you with your Off-Broadway campaign. Contact us to set up a meeting.
Yes. We run PR, digital advertising, print and audience-building campaigns for Off-Broadway and independent New York theatre, including work with the SoHo Playhouse and its artists.
That is one of our specialisms. We work across the Edinburgh Fringe, London and Off-Broadway, so we can carry a show's marketing and audience across the Atlantic with one team, rather than starting from scratch in New York.
It depends on the show, the length of the run and the mix of PR, advertising and print involved — we build a bespoke plan and budget around each production rather than a fixed package. Get in touch for a tailored quote.
Yes — we run press, digital advertising, print and out-of-home, and community activity as one joined-up campaign. Get in touch to talk it through.
Off-Broadway is a different game — smaller houses, tighter budgets, and audiences you reach through sharp targeting and word of mouth rather than big-spend brand advertising. We focus on building a genuine audience for the work: the approach we use for independent theatre in London and at the Fringe, applied to New York.
We measure against real box office data wherever the venue’s ticketing allows — tracking the lift in ticket sales around each activity, from press hits to flyering to digital bursts. That means we can show what actually moved tickets, rather than reporting coverage and impressions in isolation.
Off-Broadway is part of our wider New York and US theatre PR work.