President of The Broadway League, Charlotte St. Martin joins Barbara and Americus to give us an inside look at producing a Broadway show. Many of us have the impression that Broadway is a giant brand with major corporations investing in the shows, however, Charlotte shares that Broadway is mostly made up of small entrepreneurial businesses. Additionally, it can take anywhere from 5-6 years for a show to actually make it to production, as there is a great amount of work and detail that goes on behind the scenes.
In terms of marketing their shows, The Broadway League covers all of the advertising pathways to reach their widespread audience in terms of demographics. From TV and radio ads, newspaper, direct mail, to social media and email outreach.
During their last season, Broadway filled 94% of their seats, and the future of Broadway seems bright. Every Broadway theatre is unionized with 17 different union contracts, this has been a long standing tradition, but over time this could change.
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