Why Not Theatre showcases inclusive stories on the world stage with Creative Export Strategy support

Sector: Performing arts (theatre)
Location: Toronto, Ontario
Creative Export Strategy support: Client since 2018; Creative Export Canada funding, trade missions and trade shows, Trade Commissioner Service

About the company

Established in 2007, Toronto-based Why Not Theatre is an international theatre company rooted in the values of innovation community and collaboration. Recognized for its inventive, cross-cultural approach, Why Not Theatre explores diverse perspectives and tackles contemporary social issues, aiming to give voice to artists who have been largely excluded from Canadian theatre, and developing more diverse and inclusive audiences for that theatre.

The export challenge

In its early years, Why Not focused on creating small, intimate works, but eventually started to put on more ambitious productions to tour within and outside of Canada. This included their groundbreaking bilingual (English-American Sign Language) production of Prince Hamlet, featuring a 17-person cast with deaf and non-deaf actors, and Mahabharata, an epic 7-hour play in two parts. The theatre company decided to seek government support to help it make the leap to exporting these bigger productions.

The export project

The theatre company received funding from the Creative Export Canada (CEC) Export-Ready Stream in 2018 and in 2022 to support touring initiatives, develop marketing materials for productions and participate in trade shows abroad. One such trade show was the Edinburgh Festival Fringe, where the company received Canadian Heritage and Trade Commissioner support for the Pitch My Piece event in 2018 and 2019.

The company also participated in five trade missions – three virtual missions to Europe, Australia/New Zealand and South Korea, and two in person to Europe and Australia/New Zealand.

The outcome

Since receiving support from the Creative Export Strategy, Why Not Theatre has been able to put on and tour larger, more ambitious productions such as Prince Hamlet and Mahabharata. The company has increased its international reach and visibility, establishing a strong reputation and solidifying relationships with booking agents in the U.S., including the prestigious universities theatre network, as well as in the UK, Europe, Australia, New Zealand, and South Korea.

This groundwork has led to bookings for its productions in 2025 and as far ahead as 2027 in new markets such as New Zealand. The company’s annual export revenues have also nearly tripled, creating 17 new jobs and 43 contract positions, benefitting 35 Canadian creators, and helping to grow their audience by 8,000 people in the U.S. and 6,000 in the UK.

Advice for potential exporters

“The Creative Export Strategy is crucial for people like our company. Not only is the funding important, but the opportunities like the trade missions have been really exciting for us because [they] have started conversations that have either directly resulted in touring to other venues or … relationships … that will yield definitely in the future.”