Theater at Neumarkt

What Theater at Neumarkt does

Theater am Neumarkt AG is a privately held Swiss performing arts institution incorporated as an Aktiengesellschaft and headquartered at Neumarkt 5, 8001 Zürich. It operates two performance venues — the main hall Saal Neumarkt and the experimental space Chorgasse Neumarkt — and runs a season-based programming model (Spielzeit), currently presenting the 2026/27 season. The theater's core product is live theatrical production organized into four streams: Theater (main-stage productions), Akademie (philosophical/academic discourse series), Digital (new media and experimental formats) and Playground (innovative performance formats). Under the leadership of Intendanz mAthieu Bertholet (appointed 2025), the program spans traditional plays, musical performances, readings, installations and site-specific works, including international co-productions with partners such as Station Beirut (Nouvelle Nahda) and Theaterhaus Jena.

The business model blends earned revenue with substantial public and corporate subsidy. Earned revenue streams include individual ticket sales (CHF 49 standard, CHF 19 reduced for students/Kulturlegi/theater professionals, with a 20% ZKB cardholder discount), the perpetual 'Abo für immer' subscription (CHF 290 per season), on-site bar operations, Spreadshop-powered merchandise, and limited venue rentals. Institutional support is provided by Canton of Zurich Kultur and City of Zürich Kultur as core public funders, with Zürcher Kantonalbank (ZKB) as Hauptsponsorin and Migros KulturProzent as an additional cultural sponsor. Distribution occurs through an online JetTicket-powered webshop (tickets.theaterneumarkt.ch), an in-person box office, Instagram, a Mailchimp newsletter, and press outreach.

The theater also operates a layered community ecosystem including the resident Ensemble, Supervistas, Theaterclub, Sounding Board, Leserat (reading circle), Billets suspendus (suspended tickets) and Zuschauer*innenrat (audience council), which embed audiences and local artists in collaborative development. Its underlying technology stack is conventional rather than proprietary — website built by Raffinerie AG für Gestaltung and update AG, with JetTicket for ticketing, Google Analytics for web analytics, and Spreadshop for merchandise — reflecting the institution's positioning as a publicly subsidized cultural venue rather than a technology-led business.

Name

Theater at Neumarkt

Legal name

Theater am Neumarkt AG

Website

https://theaterneumarkt.ch

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Theater am Neumarkt AG is a privately held Zurich performing arts institution operating two venues (Saal Neumarkt and Chorgasse), producing season-based contemporary theater across Theater, Akademie, Digital and Playground streams, and funded through ticket sales, subscriptions, public grants and corporate sponsorship.

Ownership category

akta.pro rank

Product category

Live Theater & Performing Arts

NAICS

Theater Companies and Dinner Theaters (71111), Performing Arts Companies (7111)

akta.pro primary industry

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

akta.pro secondary industries

Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH), Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Theater, Musicals & Performing Arts (THAJAFAB)

Keywords

• Live theater performances
• Performing arts venue
• Contemporary theater productions
• Seasonal theater programming
• Experimental stage performances

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Ticket Sales: Primary revenue stream from selling tickets to theatrical performances and events. Standard tickets at CHF 49, reduced tickets at CHF 19, with various discount programs available.
2. Season Subscriptions: Abo für immer (perpetual subscription) at CHF 290 offering ongoing access to performances.
3. Bar Services: On-site bar operations generating additional revenue from beverage sales during performances and events.
4. Sponsorship and Public Funding: Major funding from Canton of Zurich Culture (Kanton Zürich Kultur), City of Zurich Culture (Stadt Zürich Kultur), and main sponsor Zurich Cantonal Bank (Zürcher Kantonalbank). Additional support from Migros KulturProzent.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Theater am Neumarkt AG operates a multi-venue performing arts venue in Zurich presenting live theatrical productions across seasonal programming (Spielzeit). Offerings include mainstage plays in Saal Neumarkt, experimental and installation works in Chorgasse, digital productions, and Academy series. Tickets (CHF 49 standard / CHF 19 reduced), self-determined pricing, and perpetual season subscriptions (Abo für immer, CHF 290) are sold through box office and online channels.

Product overview

Theater am Neumarkt AG operates as a multi-venue performing arts institution in Zürich offering live theatrical productions across four programming streams: Theater (main stage productions), Akademie (philosophical/academic discourse series), Digital (new media and experimental digital formats), and Playground (innovative performance formats). The venue provides ticket sales with a self-determined pricing model (Wahlpreismodell), seasonal subscriptions (Abo für immer), an on-site bar, and an online merchandise store via Spreadshop. Productions range from traditional plays to multimedia performances, installations, and digital events. The theater operates the main Saal Neumarkt and the experimental Chorgasse venue.

Differentiator

Problem solved

Functional benefit

Products and services

• Theater Performances

Quantifiable outcome

• Multiple performance spaces enabling diverse programming formats

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Kanton Zürich KulturcoreOthersGovernment cultural funding body for the Canton of Zurich. Provides public funding support for theater operations and programming as part of cultural promotion.
• Stadt Zürich KulturcoreOthersCity of Zurich cultural department providing public funding and institutional support for cultural activities.
• Zürcher Kantonalbank (ZKB)coreOthersMain sponsor (Hauptsponsorin) of Theater Neumarkt. Provides major financial sponsorship with 20% ticket discount for ZKB cardholders.
• Migros KulturProzentminorOthersMigros cultural initiative providing additional funding and support for cultural programming.
• Station BeirutcoreStrategic or Co-development PartnerInternational co-production partner for Nouvelle Nahda project. Collaborative partnership creating transnational artistic works between Beirut and Zurich artists.
• Verlag DiaphanesminorStrategic or Co-development PartnerPublisher partner for Zürich liest Theorie reading and discussion series. Provides theoretical texts and intellectual content for theater programming.
• Institut Neue Schweiz (INES)minorStrategic or Co-development PartnerPostmigrant think tank partner for un/safe spaces series. Collaborates on programming addressing migration, integration, and racism themes.
• Psychoanalytisches Seminar Zürich (psz)minorStrategic or Co-development PartnerAcademic partner for Agent Traum festival on dreams and psychoanalysis. Joint programming combining artistic and scientific perspectives.
• Zürcher Hochschule der Künste (ZHdK)minorStrategic or Co-development PartnerMajor Zurich arts university. Provides student involvement, academic collaboration, and artistic research partnerships.
• Theaterhaus JenaminorStrategic or Co-development PartnerGerman theater partner for co-production of Very Important: This Is About Theater.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Theaterhaus Gessnerallee: Independent Zurich-based theater focused on contemporary performing arts, dance, and interdisciplinary work. Highly comparable to Theater Neumarkt in scale, programming philosophy, and Zurich audience overlap.
• Kaserne Basel: Independent performing arts venue in Basel featuring contemporary theater, dance, and performance art. Comparable as a Swiss mid-sized independent venue focused on experimental programming.
• Sophiensæle: Berlin independent theater for contemporary performing arts, dance, and discourse. Comparable as a mid-sized German-speaking venue prioritizing experimental formats and international co-productions.
• Hebbel am Ufer (HAU): Berlin theater with three venues focused on contemporary international theater, dance, and performance. Comparable as a publicly funded German-speaking venue with experimental programming.
• Kampnagel Hamburg: International production house for contemporary performing arts in Hamburg. Comparable in mission, multi-venue programming model, and reliance on public funding for experimental work.

Broad incumbents

• Luzerner Theater: Three-spiel theater in Lucerne offering opera, ballet, and drama. Comparable in Swiss theater ecosystem; Julia Reichert previously served as interim head of drama here, indicating personnel overlap.
• Theater Basel: Large three-spiel theater in Basel covering opera, ballet, and drama. Comparable as a major Swiss publicly funded theater competing for contemporary programming recognition.
• Schauspielhaus Zürich: The largest German-language theater, located steps from Theater Neumarkt in Zurich. Competes for the same audiences, sponsors, and artists while operating at significantly larger scale across multiple stages.
• Theater Bern: Three-spiel theater in Bern offering drama, opera, and ballet. Comparable as a publicly funded Swiss theater operating with similar subsidy and ticket revenue mix.

Regional players

• Rote Fabrik: Zurich alternative arts venue hosting theater, music, and visual arts. Comparable as a Zurich-based independent venue serving similar contemporary, culturally engaged audiences, though programming is broader than Theater Neumarkt's theatrical focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/theaterneumarkt
• Facebookfacebook.com/theaterneumarkt
• LinkedInlinkedin.com/company/theater-neumarkt

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Theater at Neumarkt