Your reports Find reports Does theatre have a value and if so how do we measure it? But what if the answer was no? It is self indulgent, preaching to the converted, expensive, waste of time and resources, doesn't do anything and doesn't save lives. We discussed a chap who hated theatre because he hated the unknown element. It made him anxious that people would forget their lines or trip over. It was the “Extra Live” element that terrified him. “Extra Live” is the USP (unique selling point) of theatre though. It's what makes it different from film. How can the unknown and “Extra Live” elements be made less scary to those who don't value it? Branding - turning the theatre into being like as football team. It's ‘My’ theatre and it is better than yours. Could have competitions and generate brand loyalty. Falmouth University are creating a case for moving ‘value’ away from numbers and towards emotions.