Quintana Álvarez, Álvaro JoséMoreno Cano, Antonia MaríaGutiérrez Almazor, Miren2025-11-052025-11-052025-02-24Quintana Alvarez, A., Moreno Cano, A., & Gutierrez, M. (2025). The adaptation to new audiences and digital narratives in theater: a case study in Campo de Gibraltar, Spain. Journal of Arts Management Law and Society, 55(2), 70-93. https://doi.org/10.1080/10632921.2025.24608171063-292110.1080/10632921.2025.2460817https://hdl.handle.net/20.500.14454/4287This research explores the six public theaters in the Campo de Gibraltar region, Cádiz. The objective is to analyze their technological adaptation to new publics and digital narratives. A mixed methodology was employed to gather quantitative and qualitative data, including two online surveys conducted between April 24 and May 10, 2023, with 257 participants from the public and 89 scenic professionals and six interviews with artistic directors and culture councilors. The study focuses on the theater’s materiality and the possibility of immateriality through digital technology. It reveals that the analyzed spaces are unequipped to meet the technical demands of artistic companies. Ninety percent of the shows are forced to reduce their technical requirements due to a lack of resources, and only 29% of productions offer multimedia content. This shortage of technical resources discourages the development of new digital narratives, hinders the theaters’ technical renewal, and impedes new policymaking around performing arts. Although municipal theaters continue to provide in-person experiences supported by primarily analog technology, a gradual interest toward new digital narratives is emerging. Exploring the state of playhouses and theatrical productions in Campo de Gibraltar illuminates the broader issue of the theater’s social role today.eng© 2025 Taylor & Francis Group, LLCAudiencesCommunication technologiesCultural industriesMunicipal theatersNew narrativesPerforming artsjournal article2025-11-051930-7799