Now that the season is over, I find myself once again in the balance between economics and art, something I’ll bet I’ll be touching on more as I talk about some of the plays that I’m reading as possible choices for next year. ALTAR BOYZ was a huge success for us, but it begs an interesting question: What does a hit show mean for ATF?
I think the first thing people think when they see a sold out show is a huge influx of cash. And it’s simple addition to show that a full house at a show generates money coming in, which helps with the money that’s going out. Last week I talked a little bit about royalties and what that meant in terms of things we pay out. And of course there are all the other line items that come from a show like this: extra rehearsals because of the dancing, costs of housing, cars, laundry, and so on. But the resources generated by a hit show in an organization like ATF do something much larger. I liken it to a pharmaceutical company, but on a MUCH smaller scale. After years and years of research (and lots of money) if one of their drugs (out of thousands of failed attempts) is a success and cures a given disease or ailment it does indeed make the company a lot of money. But that money also covers the costs of all the failed experiments and drugs that weren’t successes. In other words, the profits cover the expense of research and development. ATF is in many ways a research and development company. Instead of pharmaceuticals we develop shows. Our mission is to provide a stage for new and contemporary plays, not tried and true titles. That mission involves increased risk, but also increased rewards. Our core audience not only understands this risk, they are active participants in the experiment. They are along for the whole ride – both successes and failures. When we have a magical hit, such as ALTAR BOYZ, lots of other people flock to the theatre to see it. This revenue helps covers expenses for those productions that weren’t box office hits.
Now some people might say, “So why don’t you just do hits?” Certainly this strategy makes sense: more hits= more money, and then that money would make us able to do bigger shows and so on. But there are a couple of problems with that line of thought. One problem is, of course, is that “hit” is elusive and idiosyncratic. Even though people try to figure a “hit” formula (did you read the NYTimes Magazine article a while back on developing a formula for pop songs?), there’s no guarantee, particularly with live theatre, that something will be a hit—even if it’s been a hit in other places. ALTAR BOYZ is actually a prime example of this. Huge hit here, but it bombed in Hawaii. So there’s no guarantee there.
If you try to go for hits, you’ll never be very consistent because you’re focusing on something elusive. Instead, you want to go for things that are meaningful and ask important questions or start conversations. That’s what we did with ALTAR BOYZ. I was pretty sure that people would be very excited, because it’s a very special show. But I still was interested in it because it fit into the message of the season. I thought we could have a conversation about it—sure, different from the ones we had with LOVE SONG or FILLER UP, but a conversation nonetheless.
Because the only way to do good theatre (my opinion, of course) is to focus on shows that examine important issues or ask interesting questions, you could say that every show we do at ATF has the potential to be a hit. But we all know that some shows are going to have a greater appeal than others. To go back to the pharmaceutical company, sometimes pharmaceutical companies investigate drugs that, even if successful, will only serve a relatively small population of people – but still, that drug is incredibly important to that small population). In addition, such a drug may not be a big moneymaker, but the process of making that drug often results in other areas of inquiry—new ways to fight a different kind of disease or another experiment. Same thing with theatre. The other shows we do are often very important to people. I know for example that BEHAVE YOURSELF was not the most popular play at ATF. However while talking to an area business leader a while back he told me he that was his favorite show of the 2007 season, even over the hit TICK, TICK, BOOM! And after being presented at ATF, Olympia Dukakis expressed interest in BEHAVE YOURSELF and participated in a reading of the show in NYC with her husband Louis Zorch. Presenting that show at ATF may pave the way for new discoveries, which can lead to hits down the road — both for ATF and for the playwright, Leslie Ayvazian. Our investment therefore isn’t just in an individual show, but individual artists.
Now, the analogy to pharmaceutical companies isn’t perfect, but it’s a good start—as always, one that might get a conversation going. As I try to balance inflows and outflows, choice of shows and balance of plans is always on my mind. After all, following up on ALTAR BOYZ is going to be tough. But I guess I should take my own advice, and focus on the questions and conversations underneath. I’m getting ready to go to Toronto, and I’ve got a pile of scripts to plow through. More about those, and their hit potential, in the coming days.
















