If a show allows curtain call photos, there's nothing wrong with the show's social accounts to comment, retweet, like, etc. the photos.
And to be honest, even if it's not allowed, it's a common strategy to engage with every post made about a show regardless of whether or not it contains potentially copyrighted content. The social media managers don't always know whether or not something is violating copyright, and/or even if it is, it may be inconsequential to all production parties involved.
It's also not seen as encouraging poor behavior from the social manager's POV; they're doing their job of engaging with the people who saw the show. If you find their strategy in poor taste, the only way to change it is to publicly shame them repeatedly on social media where someone other than solely the social media manager will see it, aka contacting a producer.
People engage with a show's social media by and large AFTER they've seen the show, so it's not necessarily encouraging poor behavior of future patrons who see it and go, "Oh, they replied to that tweet [which literally no one will see except those who follow the show and that user]; I guess that means I can sing along, too!"
Updated On: 3/20/19 at 08:51 PM