Can Burning Coal Attract a Spanish Speaking Audience?

Burning Coal Theatre Company is producing WAY TO HEAVEN this winter. The play, written originally in Spanish, will be performed in both its original language and in an English translation. I'm really intrigued by the dual offering of this production and I have been curious about how they will cast, rehearse and market the play.

Can a theatre attract a new audience? Will regular audience members want to see the production twice? How do you market these productions and to whom do you market?
Burning Coal's English/Spanish Experiment