It’s really easy to turn excitement into money - fans buy
It’s REALLY hard to turn money into excitement - you can’t pay
people to love you.
Whenever you see that rare chance to spend money and create excitement (for example by promoting your show), do it. Excitement is super valuable in the long term, and can, yes, yield lots of money.
The best way to have a successful career in the arts is to value love over money. And by the arts I mean everything.