The Super-Secret Society Making Theatre Fun Again

What started as a joke over coffee has grown into one of Richmond’s most curious and captivating arts movements. Born from a playful brainstorm about boosting local theatre attendance, Tri Theta has evolved into a secretive-yet-spirited society of theatre-goers on a mission: to revive the art of showing up.

In a world where streaming is king and staying in is easy, Tri Theta is a reminder that theatre doesn’t just happen on stage—it happens in the seats, in the lobby, and in the shared gasp of an audience. This quirky collective isn't just about themed nights (though those are very fun); it’s about reinvigorating what it means to be an audience, and recognizing the vital role community plays in making live performance thrive.

At its heart, Tri Theta is a love letter to local theatre—and to everyone willing to leave the couch and be part of something real, together.

CultureWorks: What inspired the formation of Tri Theta, and how did the idea of promoting local theater come about?

Tri Theta: Legend has it that in early 2024 Tri Theta’s soon-to-be-founder had a casual coffee with the artistic director of a local theatre who was lamenting low ticket sales for an upcoming play. As they discussed a broad spectrum of strategies to get butts in seats, Tri Theta suggested a “spirit week” approach: 

“What if the theatre scheduled a Jungle Night and offered a special discount to anyone who showed up wearing leopard print?”

The suggestions got crazier from there. Disco night?! Pirate night!  But the more we thought about it and the more people we told, the more the idea snowballed and started to take shape. Next thing we knew, we had formed a super-secret-society of theatre-goers called Theta Theta Theta. 

The longer answer is Tri Theta came out of a lifelong love of theatre and the realization that audience members have absolutely no idea how important they are.

In the post-pandemic world where we can stream almost any form of entertainment directly into the comfort and privacy of our living rooms, we’ve begun to lose the art of audienceship. 

Going to the theatre used to be an event. People got dressed to the nines and descended en masse to an Opening Night. Theatre is where conversations happen. Theatre is where community happens. And audience members are the crowdsourced producers of those conversations and that community. 

Theatre cannot happen without an audience…well…it can…but what would be the point? 

Tri Theta was created initially to #supportlocaltheatre, but it’s become so much more about supporting a community that recognizes its ability and responsibility to show up for one another.

CultureWorks: Tri-Theta has been known to organize monthly "flash mobs" that "prank our community spaces with positivity." Could you share more about these events and their objectives?

Tri Theta: “Flash mob” may be a little misleading. For most of us it brings to mind the spontaneous food court dance numbers from the early 2000s. Tri Theta’s “Audience Flash Mobs” are almost the opposite. No dancing required, we promise!

Each month, we select a single performance of a local theatre production and organize a group ticket sale (usually at a discount!) in an attempt to sell out the house. There’s usually a theme (florals, denim, bandanas, animal print, etc.) to help members identify each other, but it’s not required. 

Tri Theta members get a discounted ticket and the Theatre gets a full house!

Sometimes we’ll do a mix and mingle at a restaurant or brewery before or after the show. 

CultureWorks: Have you observed any notable changes or feedback from the community since Tri-Theta's inception?

Tri Theta: The initial feedback has been overwhelmingly positive. People seem to enjoy being in on the joke. The theatres have been quick to embrace the idea and we have several collaborations in development. 

The hope is to make this a national movement with chapters of Tri Theta supporting local theatre in cities across the country. 

CultureWorks: Given the secretive nature, how does anonymity play a role in Tri-Theta's operations and appeal?

Tri Theta: Who doesn’t love a secret? 

It’s honestly kind of a cheap psychological trick. It makes the act of going to see a show seem taboo or rebellious. You could tell someone, “Hey, I’ve got an extra ticket to see this show” OR you could say “I really shouldn’t be telling you this, but… a bunch of us or going to see this show this weekend, are you in?” Suddenly a show you were on the fence about seeing fills you with FOMO.

When you really think about it though, the “Audience Member” is kind of the most mysterious, elusive, and anonymous thing about the theatre. They’re the one component of the show that isn’t named in the program. The “Audience Member” can be anyone. Why not you?

CultureWorks: How can interested individuals become involved or support Tri-Theta's efforts?

Tri Theta: The number one thing people can do is get out there and see a local theatre production. The moment you buy a ticket for a show in Richmond, you are unofficially inducted into the society. 

Next, follow us on Instagram. That is our primary platform for promoting shows and announcing events… for now. 

Top secret things are already in the works. Stay tuned. Tell no one.