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How to Resolve the Battle Between the New and the Familiar

What do you call something, even if it’s good, that you’ve seen over and over again? Boring. What do you call something so new and different that it doesn’t make any sense to you? Weird. Most live entertainment content falls in between those poles, of course, but as a creator, curator or marketer of stuff in your venue, which is better? Which should you go for if what you’re trying to do is build your audience? Here’s the formula that works best:...

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Marketing

Gateway Drugs and the Theater

This article from The New York Times talks about the new play Bronx Bombers, which is about the New York Yankees and their long, glorious history. Much of the talk when it comes to this kind of thing is that it can be used to get people who would not otherwise go to a play to go to a play. In effect, it can be used as a gateway drug to other, “harder” stuff. If it’s used as “bait” before...

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