When it comes to art, in particular, like the theatre productions in the study, why wouldn't the crowd know what is likely to be successful? The crowd, afterall

When it comes to art, in particular, like the theatre productions in the study, why wouldn't the crowd know what is likely to be successful? The crowd, afterall, is the potential audience, and they know what they are willing to pay for. Crowd funding is a voting game and the audience are the voters.