My final conclusion is that, while both fill shows out, The National Theatre has more effective marketing. This is partly due to the fact that Forest Forge has a guaranteed audience of relatives to the ensemble, as well as a large local following. While Forest Forge does advertise online; it does little more than notify their garrunteed audience to book tickets. Their phyical local marketing has limited reach; traditional poster marketing has a limited sucess rate in turning impressions into purchases.
In comparison the National Theater does not have enough of a guaranteed audience to fill more than a few shows, mostly of press and dedicated fans. This means they have to market heavily, and for a sustained period of time; giving out lots of free tickets to the press, putting up posters all over London, and doing lots of online marketing. This leads to shows selling out, and if they are good knowledge of the show spreading by word of mouth.
Therefore the National Theatre marketing is far more effective, as it manages to sustain a show for multiple month long runs, selling enough seats to make the show sustainable, if not selling out. Forest Forge does not nessecarily even need a very sucessful marketing campaign, because their shows have limited runs.
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