How America Failed Theater: Theater from a Business Perspective

How America Failed Theater: A capitalist marketing perspective on theater's socioeconomic role in American life.

In case you're not convinced that it's essentially impossible to make money as a theater blogger, try this experiment. First, watch this video by online media guru Gary Vaynerchuk:




Now, take Gary V's suggestion and apply it to theater blogging. First, google "theater" and see what Google Adwords come up with. You'll likely get a lot of results on movie theaters or home theaters; perhaps the term is too general. So search for New York theater. When you do this, you'll get a lot of websites of individual theaters themselves, and maybe a few other publications. Search for "regional theater," and you'll get the same, as you probably will for any city you happen to live in. The only other results I got were for vacation and ticket services. This is probably the best option for advertising, but keep in mind the majority of the desired audience of these sites are out-of-towners whose interest in theater doesn't go all that far out of The Little Mermaid or Wicked. They're not going to be all that interested in your Brechtian analysis of some way off-off-Broadway show.

In Gary V's video, the way to make money off your blog is to call up these people and get them to advertise on your blog. Of course, most theater people are introverts, and get clamped up at the prospect of cold calling. But besides that, if you're focus is being critical and editorial, there's simply no way you can court advertisements from individual theaters and claim to have independent critical judgment. If you were going to get advertising from these sources, you'd need someone else who works on your website for strictly advertising purposes. For smaller theater publications, and especially theater blogs, that's a virtual impossibility. Even if you could get someone to do it, the amount of time you'd need to invest wouldn't be worth the minimal results you'd probably get.

From a marketing perspective, it shows the limits of niche marketing, even though theater isn't by any means the smallest niche to try to make a profit. Within the theatrical community, however, there are two main factors keeping these kind of marketing strategies from succeeding. For one, theater is based more around a sense of community. Any show produced or artist supported by a theater is seen as more of a means of adding something to the theatrical discussion. Unless you're making something like The Little Mermaid, it is not seen primarily as a revenue stream (even if profit is still in the back of your mind).

Secondly, in the case of individual theaters as possible advertisers, it is impossible to extract the product of the theater (be it talent, show, or community) from the theater that's producing it. If you're selling beer, you're almost always selling someone else's beer. From a business perspective, you have no emotional attachment to the brand of beer you're selling, even if you have a weird beer specialty market. In theater, the product your selling is inherently produced by your own personal labor and belongs to the individual laborers who produce it. Do you know anyone who buys Budweiser from Anheuser-Busch directly? Or for an off-off Broadway parallel, you can't even buy Summit Ale from the Summit Brewing Company online store.

In How Theater Failed America, Mike Daisey spoke of contemporary American theater submitting to the American capitalistic system of constant competition, fear of failure, and an artistically counterproductive need to make theater marketable to a stable audience. Tom Stoppard spoke of this just last night. Tony Adams recently talked about how theater don't focus on content anymore. Scott Walters has fought for artistic emphasis constantly. The consensus seems to be that this is a recent, troublesome development. Daisey suggested that a better title for his show would have been "How Theater Became America."

Yet, from the capitalistic perspective that these sources lament, the Gary Vaynerchuks of the world, theater is still a hopelessly unmarketable faux-commodity, one that flies in the face of long-term financial stability, and maintains a system of ethics entirely outside of that of American capitalism. From this perspective, theater still seems like something you do in spite of your desire to make a living. Whether it be theater's Marxist heritage or the nature of the artistic endeavor in general, success in theater is an entirely different mindset from success in business. The standards for good theater (artistic excellence) are wildly different from that of normal business marketing (ROI, profit).

If you're in theater, even using the term "commodity" in referring to theater will make you cringe. Yet, the fact that this cringe is nearly universal is a unique thing to theater, in terms of business and even in terms of the arts. Technologically reproducible art, be it film, music, fine art or literature, have all become dominated by a top-down big business structure to various degrees (the high art/low art distinction be damned). Theater can be top-down too, especially in New York (less so in Chicago or London). But despite the stereotypes of the Broadway producer, theater still exists on an immensely smaller business scale than just about any other form of art in the country. For all the complaining of theater's increasing commercialization and commodification, theater simply does not exist in the same financial stratosphere as any other form of art, even at its highest level. Some people who do theater are rich, but virtually no one gets rich—and I mean really rich, megamillionaire style—purely from theater itself.

As a result, theater has more of a focus on artistic excellence over profit than almost anything else in our culture. No matter what you think of the current strength of American theater, that's an enviable position for any artist to be in from an aesthetic standpoint. The downside is thatit's much harder to make a good living in theater. Of course, that's a tradeoff virtually every theater artist is willing to make.

But at the same time, most people in theater have problems with the notion of the majority theater artists having to live in poverty. As much was we like to romanticize the notion of a community of financially stable theater practicioners, without a wide-ranging income spectrum that includes the (relative) ultra-rich and ultra-poor, you simply cannot reconcile theater with the free market capitalist system that we currently live in. The Cold War proved that this liberal capitalist system is ultimately the most sustainable from a global economic perspective. By no means does that mean theater has no value in America—it may even give it more value simply precisely because it is so different. But again, what that means is that theater, at its core, has and will always run in spite of the larger socioeconomic spectrum of a capitalist society. If you go into theater, you better only want to make a sustainable living, or else you're screwed. No one should have to live in poverty. But poverty for some is virtually inevitable, and that rate will inevitably be higher a large-scale community that does not conform to the liberal democratic capitalist system. Communities like that national theater community we all strive for.

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