Updates: December 2018

CHAPTER 5: PROMOTION & MARKETING

  Tourists now make up approximately 65% of the Broadway audience, leading some to believe that bad reviews can be overcome with enough money being thrown at the out-of-town market. The jury is still out on this.

  Also: The Broadway League reported that the average Broadway audience is getting younger! During the 2017–2018 season, the average age of Broadway theater-goers was 40.6, the lowest since 2000. For a second year in a row, there was a record total number of kids and teens under 18 attending a Broadway show. At 2.1 million, it represents the highest total ever (it was 1.65 million the season prior). Additionally, since the 2010-2011 season, Hispanic/Latino attendance has grown by 61%, or 430,000 admissions (from 710,000 to 1.14 million). 

CHAPTER 12: SURPRISES

  Update of 25 Longest Running Broadway shows as of October 21, 2018: 

This list is from Playbill.com and does not include Preview Performances; Note: Broadway League official stats come out at the end of each season in May.

(* means the show is still running.)

1. * The Phantom of the Opera 12,790
2, * Chicago (1996 Revival) 9,115
3. * The Lion King 8,719
4.   Cats 7,485
5.   Les Misérables 6,680
6.  * Wicked 6,254
7.   A Chorus Line 6,137
8.   Oh! Calcutta! (1976 Revival) 5,959
9.   Mamma Mia! 5,773
10. Beauty and the Beast 5,461
11. Rent 5,123
12. Jersey Boys 4,642 
13. Miss Saigon 4,092
14. 42nd Street 3,486
15. Grease 3,388
16. Fiddler on the Roof 3,242
17. Life with Father 3,224
18. Tobacco Road 3,182
19. * The Book of Mormon 3,171
20. Hello, Dolly! 2,844
21. My Fair Lady 2,717
22. Hairspray 2,642
23, Mary Poppins 2,619
24. Avenue Q 2,534
25. The Producers 2,502

     Honorable mentions:

Cabaret (1998 Revival) 2,377
Annie 2,377
Man of La Mancha 2,328
Rock of Ages 2,328
Abie’s Irish Rose 2,327
* Kinky Boots 2,314 (has announced closing in the Spring 2019)

 

CHAPTER 26: RESOURCES

PAYROLL COMPANIES: 

One of the few New York-based Broadway-Theater-specialists in handling theatrical union payroll checks and accounting services is called Checks & Balances Payroll Inc. (which has recently been acquired by the company Cast & Crew.) The daily operations of Checks & Balances will continue as usual and founder Sarah Galbraith as well as her staff will remain with the company

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Updates: November 2018

November 1, 2018

 

Chapter 5 (Promotion and Marketing):

NEWEST PATH TO SUBSIDIARY INCOME: 

A new digital platform called “Streaming Musicals,” dedicated to streaming shows that have been captured on a soundstage or theatrical stage without an audience present (and filmed specifically for the screen) debuted on October 3 with Paul Gordon’s musical Emma, filmed this past spring at the Westside Theatre Off-Broadway. The filmed production will be available for purchase for $19.99 and to rent for $7.99 at StreamingMusicals.com. No subscription is necessary.

 

Chapter 10 (Producing & Investing):

Investors of the failed “Nerds” musical are suing the lead producers claiming they mislead them into believing the musical had the needed funding in place. The 13 investors allege that the show was never “adequately capitalized” and say that the producers falsely cited the loss of a major investor for the closing of the show before it began previews, even though there was no major investor. The plaintiffs are seeking relief for their capital contributions, which amounted to more than $600,000, as well as a minimum of $5 million in punitive damages to be determined at trial. It should be noted that New York State law forbids any Broadway production to begin rehearsals unless it is fully capitalized.

 

Chapter 13 (Box Office)

More scams every producer should know about: New York’s Attorney General is probing a widespread, but little known tactic used by ticket scalpers to rake in cash even before they buy up Broadway seats. The strategy is called speculative ticket sales or short selling.” The practice involves posting ads on re-sale websites that promise seats to buyers — before the sellers even have the tickets in hand. Once a buyer pays for the tickets, a short seller tries to track down the seats for a cheaper price –- and pocket the difference.” 

 

Chapter 13 (Box Office)

Run by the not-for-profit Theatre Development Fund, TKTS provides discounted same-day Broadway and off-Broadway tickets. The most popular TKTS booth is in Times Square on 47th/7th Avenue, with satellite booths at Lincoln Center and South Street Seaport. Accounting for 12% of all tickets sold (Broadway League Demographics 2016-2017), this equates to over 1.4 million tickets and $104 million returned to the shows. That’s a lot of tickets.

 

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Updates: October 2018

Chapter 5 (Promotion and Marketing):

Broadway’s next great marketing and performance adventure: the small screen. Public Broadcast System’s “Great Performances” will continue its program of Broadway related premieres: An American in Paris The Musical on Friday, November 2 … Rodgers & Hammerstein’s The Sound of Music on Friday, November 9 … John Leguizamo’s Road to Broadway on Friday, November 16 … Harold Prince: The Director’s Life on Friday, November 23. While there is little, if any, subsidiary income to be made for investors on PBS-TV, each show’s brand and the industry in general is given a wide boost among its prime ticket-buyers around the world.  

 

Chapter 10 (Producing & Investing):

Behind-the-scenes diversity efforts: The Broadway League has started working on a number of programs with the goal being to impact diversity in Broadway producing/managing offices. First, in an effort to get minority individuals interested in working behind the scenes on Broadway, the organization offers a special program for New York City public high school students. … Second, to attract minority students in college theatre programs who might otherwise enter another business after graduation, the Broadway League partnered with the labor union ATPAM to match them up with company managers on national tours for one-week shadowing opportunities. … Third, to discourage minority workers who are already working on Broadway from leaving the industry, the Broadway League created a fellowship program that puts them into the offices of Broadway marketing specialists, general managers, and producers for 26 weeks. 

 

Chapter 10 (Producing & Investing):

Three more Broadway shows bit the dust in September, one of the common periods of low attendance when less-than-strong shows must pack up before their losses overwhelm their bank accounts. In recent years, the number of limited engagements (16 weeks or so) have increased meaning that producers can plan ahead for these low-attendance months: January, July, September.   

 

 

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Updates: September 2018

Chapter 5 (Promotion and Marketing):

            How important is the Hispanic audience to Broadway? According to Univision Communications, more and more every year. In a report provided to the Broadway League (producers and theatre owners association), Univision stated that nationwide, Hispanics (Spanish-dominant or bilingual) spent $59.6 billion on entertainment in 2017 plus $87 billion on food and alcoholic beverages away from home. And the IHS Global Insight Hispanic Market Monitor anticipates a 40% growth in this figures.

            New York Hispanics spent $4.3 billion on entertainment last year and nearly 65% attended a Broadway show. 32% attended an Off-Broadway show. The “average” Hispanic attendee saw 5.1 events in the past year. Non Hispanics saw just 3/9 live events.

            Hamilton and John Leguizamo aside, there’s not much Hispanic representation on our stages. And still Hispanic audiences are going to see live entertainment in huge numbers. They are 36% more likely to learn about live events from commercials. And Hispanic Theatregoers tend to skew younger. 39% are between the ages of 18 and 34. This is a serious consideration when discussing building our audiences.

Chapter 10 (Producing & Investing):

            Investors in producer Scott Rudin’scelebrated revival of Hello, Dolly! (starring Bette Midler) that ended its intended limited engagement at the end of Summer 2018, have earned a profit of 10 percent, according to two people familiar with the production. (A note said more was on the way.)

            For angels seeking prestige, glamour and the satisfaction of helping to create a revival worthy of the iconic, 1964 original, Dolly!delivered and made them money. Others, however, expected more from a production that’s grossed $126 million. 

            The larger context is the background behind the complaints from investors. In order to get a piece of Dolly’s pie, most investors were required to put money into riskier projects on the producer’s slate, too. According to them, even a 15% profit on Dolly wouldn’t cover half the losses taken on Tony- winner A Doll’s House, Part 2orThe Glass Menagerie (starring Sally Field), both of which closed last year.

            An important lesson about “limited runs with famous names leading the cast.” The answer may rest with why investors invest at all. Is it a producer’s charm, the producer’s claims of success, an investor’s gullibility, the inherent risk of a Broadway show, or does the investor really believe they are going to make a lot of money? 

Chapter 10 (Producing & Investing):

            Lindy’s Deli on 7th Avenue, in Manhattan, is where some Broadway actors discussed their common observation that the longer any single play ran on Broadway, the longer it would run in regional theatres and anywhere off Broadway. It’s believed that this effect is relevant for Bitcoins as well. An asset gains a sort of stamina as it continues to survive against the odds, thereby demonstrating strength and the ability to attain longevity. Broadway, for example, is a competitive environment. People have evolving tastes, there are always different shows vying for the best audiences, and as a show ages it gets more difficult to sustain. 

            The longer a show has run on Broadway, the more credibility and notoriety is has earned. Off Broadway/Regional stages are eager to reproduce it in their own towns, lending longevity to the play. Both Bitcoin and a Broadway play are “unperishable ideas.” On Broadway, the best shows run for decades regardless of where they are or who plays the main roles. A few prominent blockchain ideas also “survive” in this manner and are able to persist despite increasing friction in the market—but the comparison isn’t perfect.

            And so statistician, author, and former trader Nassim Taleb writes in his book “Antifragile.” He calls this “The Lindy Effect” (comparing Broadway shows to Bitcoin evolutionary factors). Just another opinion…

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The Business of Broadway – September 2018

Chapter 5 (Promotion and Marketing):

            How important is the Hispanic audience to Broadway? According to Univision Communications, more and more every year. In a report provided to the Broadway League (producers and theatre owners association), Univision stated that nationwide, Hispanics (Spanish-dominant or bilingual) spent $59.6 billion on entertainment in 2017 plus $87 billion on food and alcoholic beverages away from home. And the IHS Global Insight Hispanic Market Monitor anticipates a 40% growth in this figures.

            New York Hispanics spent $4.3 billion on entertainment last year and nearly 65% attended a Broadway show. 32% attended an Off-Broadway show. The “average” Hispanic attendee saw 5.1 events in the past year. Non Hispanics saw just 3/9 live events.

            Hamilton and John Leguizamo aside, there’s not much Hispanic representation on our stages. And still Hispanic audiences are going to see live entertainment in huge numbers. They are 36% more likely to learn about live events from commercials. And Hispanic Theatregoers tend to skew younger. 39% are between the ages of 18 and 34. This is a serious consideration when discussing building our audiences.

Chapter 10 (Producing & Investing):

            Investors in producer Scott Rudin’scelebrated revival of Hello, Dolly! (starring Bette Midler) that ended its intended limited engagement at the end of Summer 2018, have earned a profit of 10 percent, according to two people familiar with the production. (A note said more was on the way.)

            For angels seeking prestige, glamour and the satisfaction of helping to create a revival worthy of the iconic, 1964 original, Dolly!delivered and made them money. Others, however, expected more from a production that’s grossed $126 million. 

            The larger context is the background behind the complaints from investors. In order to get a piece of Dolly’s pie, most investors were required to put money into riskier projects on the producer’s slate, too. According to them, even a 15% profit on Dolly wouldn’t cover half the losses taken on Tony- winner A Doll’s House, Part 2orThe Glass Menagerie (starring Sally Field), both of which closed last year.

            An important lesson about “limited runs with famous names leading the cast.” The answer may rest with why investors invest at all. Is it a producer’s charm, the producer’s claims of success, an investor’s gullibility, the inherent risk of a Broadway show, or does the investor really believe they are going to make a lot of money? 

Chapter 10 (Producing & Investing):

            Lindy’s Deli on 7th Avenue, in Manhattan, is where some Broadway actors discussed their common observation that the longer any single play ran on Broadway, the longer it would run in regional theatres and anywhere off Broadway. It’s believed that this effect is relevant for Bitcoins as well. An asset gains a sort of stamina as it continues to survive against the odds, thereby demonstrating strength and the ability to attain longevity. Broadway, for example, is a competitive environment. People have evolving tastes, there are always different shows vying for the best audiences, and as a show ages it gets more difficult to sustain. 

            The longer a show has run on Broadway, the more credibility and notoriety is has earned. Off Broadway/Regional stages are eager to reproduce it in their own towns, lending longevity to the play. Both Bitcoin and a Broadway play are “unperishable ideas.” On Broadway, the best shows run for decades regardless of where they are or who plays the main roles. A few prominent blockchain ideas also “survive” in this manner and are able to persist despite increasing friction in the market—but the comparison isn’t perfect.

            And so statistician, author, and former trader Nassim Taleb writes in his book “Antifragile.” He calls this “The Lindy Effect” (comparing Broadway shows to Bitcoin evolutionary factors). Just another opinion…

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The Business of Broadway – August 2018

 

“It’s quite uptown”. It’s August and the weather has been weird. Where is all the humidity we hate this time of year. Of course, as I say that, here comes that good old humidity. This update talks about change to the very insider “Gypsy Robe” ceremony, some upgrades to audience tech and who and who not to listen to when producing on Broadway. Enjoy!

 

Updates: August 2018

 

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Updates: August 2018

August 1, 2018

Chapter 6 (Actors):

“The Business of Broadway” tells the wonderful tale of the “Gypsy Robe” ceremony. Here’s an update:The Gypsy Robe will now be known as the Legacy Robe after a vote from members of Actors’ Equity. The name change came from concerns that it isinsensitive towards people of Roma descent. The other options in the ballot were “The Robe” and the “Chorus Robe”.

 

Chapter 10 (Producing):

     A few words from Producer Kevin McCollum: “Ultimately it pays for the investor to listen to many but believe a few on Broadway. Every show I’ve done, I’ve been told it wouldn’t work- from “Rent” to “In the Heights” to “Motown.” One of the most commercial things you can do is create a show that people have low expectations for and have it surprise people. Unlike film or television, theater isn’t based around formula. It’s a place you go for surprises.”

 

Chapter 12 (Surprises):

Update to the list of Broadway’s longest running shows…WICKED moves past A CHORUS LINE to #6 spot.

 

Chapter 19 (Ushers) and Chapter 22 (Theatre Owners):

Theatre Owners are introducing new technology for audience members with vision or hearing impairment. Equally as important as development and implementation is the training with the front line teams.

In the theatre, Playbill inserts, signage, video, and stage announcements will be targeted at audience members not using the technology, to help them understand why another patron might be using a mobile device during the show. And because these new services are low-contrast and only operate in Airplane Mode, it’s easier for ushers to differentiate between those using the services and those texting their friends during the show.

 

 

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The Business of Broadway – July 2018

 

It’s July! Where did 2018 go? Did you see any shows? Attend a marathon day of theatre? It’s summertime. The Administration is up to the same antics and we are trying to find escapes that turn off the activist in us for a little bit. This month’s update is about money. Well, every month’s update is about money. So, here’s the update for July!

Updates: July 2018

 

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Updates: July 2018

 

Chapter 10 (Investors & Producers)

            Former Wall Street trader Jim Freydberg invested $500,000 in The Phantom of the Opera when it opened on Broadway in 1988. He has earned a $15 million profit from the show and is fond of remarking that only his Apple stock has been a better investment. And the hits are making more money than ever. Of course not everything’s a hit.

According to NY Post critic Michael Reidel, in the late 20th century, financial barriers to entry as a new investor on Broadway were raised. In the 1980s, you could get into a show with an investment of $10,000 to $15,000. Now the minimum unit for most shows is $250,000.

You’re not backing the shows, you’re backing a producer whose taste, intelligence, and integrity you believe in, Reidel says. Let them pick the show. Finding the hits is their business, not yours.

 

Chapter 2 (The Jobs)

Current 2017/18 season statistics regarding gender: Percentage of women holding the following positions on Broadway:

   ONSTAGE AND ADMINISTRATION

37%    Principal acting roles

19%    Directors

18%    Choreographers

16%    Writers

53%    Stage Managers

38%    Company Managers

40%    Music Directors

CREW

0%      Carpenters

25%    Props

65%    Wardrobe

4%      Electricians

11%    Sound Engineers

71%    Hair & Makeup

   DESIGN

20%    Set Designers

54%    Costume Designers

19%    Lighting Designers

4%      Sound Designers

38%    Hair Designers

67%    Makeup Designers

 

Other stats:There were 100 producers involved in 60 shows on Broadway this past season.  Average price for a musical: $105. Average price for a play: $93.

Chapter 22 (Theatre Owners)

The 2017/18 Broadway season that just concluded with record high ticket sales of $1.7 billion…good news for theater owners, producers, royalty participants, and the hundreds of people they employ. Were they also good news for Broadway in the long term? The answer to that is more complicated. “We’re in the moving business,” James M. Nederlander, the late patriarch of the theater owning- and producing family, was fond of saying. “We move ’em in and we move ’em out.” … Not counting special attractions, the season that just ended saw only 30 new productions, down 25% from 40 the season before. (The 1927-1928 season set the record with 264 shows: 183 new plays, 53 new musicals and just 28 revivals.) Today’s Broadway is looking more and more like the long-term leasing business.”

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Updates: June 2018

Chapter  5: (Promotion and Marketing-The Female Audience)

According to the Broadway League’s The Demographics of the Broadway Audience 2016-2017, 65.9% of Broadway’s 2016-2017 audience was female. And that percentage has grown steadily for the last 20 years.
The League’s research shows that not only are women more consistently the decision makers when it comes to a ticket purchase, but when men do make the purchase, they’re more likely to bring women to the show. In fact, 48% of men reported bringing their girlfriend or wife, while only 32.5% of women reported bringing their boyfriend or husband.
17.9% of women said they brought their kids or grandkids to a show. Only 13.9% of men brought the young ones. Women are one third more likely than men to bring their parents to a show.

Chapter 5: (Promotion and Marketing-Advances for the Disabled Audience)

19% of the US population lives with some type of disability. If we accept the statistic that 35% of those over 65 years old have some kind of hearing loss, that would mean that almost 600,000 Shubert Organization theatre audience members each year could benefit from closed captioning or assistive listening. (Note: the Shuberts own 17 Broadway theatres. There are no statistics for the other Broadway theatre owners.)

As of June 1, all shows on Broadway will offer some sort of on-demand access services. The Shuberts now offers on-demand closed captioning, assistive listening, audio descriptions, and language translations at every theatre through the free “GalaPro” app. The app only operates on a dark setting, on a closed network, and in airplane mode (so users won’t receive phone calls or texts during the performance).

Unfortunately, many disabled are totally unaware of these advances and don’t even know about discounted wheelchair accessible seating in every theatre (with advance notification to the box office!)

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