When I started in the theatre 20-someodd years back, there was very little use of video beyond archiving performances. Nowadays, a video promo of your show is not the icing on the cake, but the cake itself.
That said, here's a short little inspiring blog post by Sabioleon (circus performance promoter and producer based in Europe) about the use of video for marketing purposes... HERE.
Best take-away line for me...
Take a look at the post... HERE.
video content has a longer life span than traditional editorial & advertising content