Theater Subscriptions: As Healthy as Magazines

Jonathan Mandell has an excellent story in TCG about the theater subscription model, which is currently existing in a Schrodinger's cat set-up—simultaneously thriving and stone dead. Serious theater-types should take the time to read and think on Jonathan's article. The rest of you should scroll down and look at that picture of Hedy Lamarr some more. Yowza.

For me, the question of where the subscription model is heading is moot for two reasons. The first is that I live in New York, surrounded by so many theaters that it would be insane to commit to just one. I'm down the street from BAM, and so might throw my hat in the ring for them, but I've seen enough bad shows there that I don't really want to sign on for a whole season. The only place I might consider subscribing is Classic Stage, because they rarely produce bad work, and because their shows sell out so quickly that only subscribers really have a chance of getting a seat.

Despite my love for CSC, it's unlikely that I'll ever subscribe to a theater, and that's because of the second reason. Put bluntly, theater subscriptions are lame. I'm fully corrupted by the stereotype of the theater subscriber—a middle aged liberal who re-ups his or her subscription every year because going to the theater is a thing one ought to do, like listening to NPR or giving to PBS. I realize that's completely unfair, but it's the image I have in my head, and I suspect that the ten or fifteen other young people who think about this kind of stuff might be on the same wavelength.

I've seen plenty of writing about how THE OLD MODELS ARE BROKEN WE HAVE TO FIND NEW MODELS, but until people are able to offer alternatives, the subscription model remains worth thinking about. Jonathan quotes a few theater directors who have come up with interesting ideas. At Seattle's ACT, $25 buys a card that lets members see any play they want. At Mixed Blood, in Minneapolis, they've found that it's cheaper for the theater to give away seats than to sell them for super-cheap, so they just let a lot of people in for free. Mandell doesn't mention it, but the Signature Theatre's $25 ticket initiative is along the same lines—the kind of thing that makes me think, "Hey! I'd pay to see that!"

Compared to this kind of forward-thinking discount, the subscription model is undoubtedly a dinosaur. Paying $60 or so for the right to purchase tickets feels like gouging—the way the Jets and Giants charged thousands of dollars for Personal Seat Licenses that allow fans to buy season tickets. I never want to feel bound to a theater, and I think other twentysomething theater-folk feel the same way. If I'm right, in fifteen or twenty years, not only will the subscription model be dead, but so will the "IS THE SUBSCRIPTION MODEL DYING?!!!!" thinkpiece. Few will mourn either.

But for now, read Jonathan's piece. It's great. He's great. Theater's great. Let's all have fun, y'all.

Off Broadway And The Five Decade Headache

I'm planning a long post for either later in the week or later today about the history of the term "off off Broadway," and the fact that it is an indisputably awful mouthful. Look forward to it—my trenchant analysis and amateurish research will both amuse and disgust you.

In the meantime, I turned up a May 5, 1957 Times article which appears to be the first time the paper used the term. At the end of a long article complaining about the woes of Off Broadway producers:

One steady observer of off Broadway drama suggested that what was needed was off-off Broadway. As a matter of fact, there is a troupe that calls itself the "Way Off Broadway Players."

Since this was the Old Gray Lady's first use of the phrase, they had yet to settle on the house style, which calls for capital Os when it's used as a noun or an adjective—"An Off Broadway producer," "Off Off Broadway is flourishing,"—but teeny-weeny Os when it's serving as an adverb—"The play was performed off Broadway." Oh, and never hyphenate it.

Anybody who doesn't own the Times Manual of Style and Usage is a chump.

More interesting than these five decade old copy-quibbles is the fact that the complaints of Off Broadway producers have not changed at all—they are still caught between artistic ambition and the nightmarish realization that, "the path to quality is paved with producers' greenbacks."

A few quick figures illustrate the situation. In 1953, a play, "Climate of Eden," was opened for $500. Today the average cost is between $7,000 and $15,000, with $20,000 no longer unusual. The revival of "Johnny Johnson," which ran for seventeen performances, cost $40,000. One of the most experienced off-Broadway producers estimated recently that of approximately 600 off-Broadway productions in the last five years, not more than twenty had made a profit.

That forty grand, internet inflation calculators will tell you, is over $300,000 today. It's been a long time since producing off Broadway was cheap.

Various scourges are blamed. The producers of the '50s criticize the rent charged by theater owners—as high as $800 a week in Eisenhower-bucks—they rage about Actors' Equity wage demands—$40 to $70 weekly—and they complain that competition among the thirty or so Off Broadway houses has forced them to raise standards and spend money in desperate hope that their show will be a hit and transfer to Broadway. "Each producer," reporter Murray Schumach tells us, "clings to the hope that his project will be another 'End as a Man,' 'The Iceman Cometh,' 'The Threepenny Opera,' 'Way of the World,' 'Uncle Vanya' or 'Purple Dust.'"

Those titles reflect one thing about the Off Broadway of old that surprised me—a heavy reliance on "the vastness of literary public domain, where prestige is high and royalties non-existent." This was a day when new plays could find a home on Broadway, and didn't need to take refuge below Fourteenth Street. What was on stage might have been old fashioned, but the front of house headaches have hardly changed at all.