Your theater produced a hit.  Tickets sold out for days.  Extended as far as you could.

Do it again next year?

No.  Your outward-facing mission execution is more important than the sales of any one play.  Gauge this particular play and its impact.  If it’s a fit (not just a hit), consider rescheduling the next production and run this play until its inevitable end.  Then close it forever.

If all your plays are mission-driven, every experience is predictable in its impact.  That’s called discipline, and it’s what makes arts organizations successful.

Too many artistic directors choose to produce vanity events instead.  That’s called boredom, and board chairs have to act on that kind of crisis in leadership.

Coke may make many products, but they still make Coke.  Remember what happened when they got bored with Coke’s taste?