Spotlight On: American Repertory Theater

A.R.T.'s "We're Gonna Die" at OBERON, Oct. 4-8

ART’s “We’re Gonna Die” at OBERON, Oct. 4-8

We cover a lot of topics here on Selling Out, and one of Jim‘s messages keeps popping up again and again:
” … the one thing that always works is constantly working hard to build good demand for your product/show/etc. and delivering something great to people,” he wrote in this post.

The Boston Globe recently featured Harvard’s American Repertory Theater and shared the secrets of its success, which have included productions like Pippin, which went on to win four Tonys in 2013, and Waitress, which went on to score four Tony nominations this year.

Beth Healey reports, “The story of the ART’s resurgence is as much about an overhaul of its governance and oversight as it is about the jolt from the more popular shows it’s been producing since artistic director Diane Paulus arrived in 2008. …

Paulus’s critics have called her productions too commercial, a departure from the more esoteric fare for which her predecessors were known. [Steven] Hyman, the former provost, said it was Paulus’s view that ‘People shouldn’t have to struggle to stay awake during theater,’ and, ‘It’s all right to have fun.’ …

And Paulus’s view has been rewarded: “Since [2008], the ART has doubled its revenue as it launched 10 plays and musicals that ended up in New York, a record pace for the theater.”

Congrats to Paulus and ART!

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