Good article by Terry Teachout, of the WSJ.

Unlike film and TV, theater is a luxury object, but one that ordinary middle-class people can still afford. Above all, it isnt a mass medium: Live theater is a small-scale, handmade art form. Intimacy is what makes it special. So lets revel in that specialness—and sell it.

via How Theaters Can Combat the Stay-at-Home Mindset –