is credited with jump-starting Broadway’s sudden interest in marketing. “They’re taking a number of routes to try and reestablish Broadway as the center of live theater in America.” The new marketing and branding effort is “all about getting people to pay attention to what’s happening on Broadway,” Royce said. The buzz that follows the productions from New York is crucial, because troupes generate 60% of Broadway’s $1.3 billion in ticket revenue. The league, which represents 35 theaters and leading show promoters, “realizes that it’s time to dress up the brand image of Broadway,” said Jim Royce, marketing director for the Center Theatre Group, which regularly imports Broadway productions at the Ahmanson Theatre and the Mark Taper Forum.īroadway’s nationwide image is important not only to theater owners in New York, but also to playhouses that host troupes that travel to 90 cities, including Los Angeles. is acknowledging what consumer products companies long have known: Everything from string beans to Broadway can benefit from a savvy brand advertising campaign. With its year-old Live Broadway arm, the League of American Theatres & Producers Inc.
And it hopes to leverage its well-known name by awarding licenses to companies that would produce Broadway-related apparel, recorded music and collectibles.
While it’s bound to offend purists, Broadway is now signing deals with corporate sponsors and creating an affinity card for frequent theatergoers.
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