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by Marcia Pendelton
Growing the African American theater audience is both an art
and a science. Using marketing techniques to expand and diversify a theater's
audience requires knowledge of a community's event-going habits, as well as
specific insights about financing, marketing, publicity, and public relations.
The specific decisions and tools used may be different depending on the nature of
the theater production.
Nonprofit vs. For-Profit
In today's New York City theater market, there are for-profit, nonprofit and hybrid
productions. For-profit producers represent the great majority of Broadway productions.
Alternately, Off-Broadway and Off-Off Broadway productions are mostly accomplished by
nonprofit companies. Hybrid productions, on the other hand, include for-profit Off-
Broadway shows like The Fantastics, and Avenue Q. While this hybrid
for-profit Off-Broadway market used to be much larger in the 1960s and '70s, today most
Off-Broadway production falls under the purview of nonprofit theaters.
Hybrids also include companies that have both Off-Broadway and Broadway theaters,
such as nonprofit Broadway producers like the Manhattan Theatre Club (Jitney),
Lincoln Center Theater (Death and the King's Horseman) and Roundabout
(Violet). Second Stage joined this hybrid club recently by purchasing the Helen
Hayes Broadway theater....(continued)
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Marcia Pendelton is the founder and CEO of the New York City-based
Walk Tall Girl Productions (www.walktallgirl productions.com), a boutique
marketing, audience development, and group sales agency for the performing arts
with a special emphasis placed on the theater. She has marketed many Broadway
shows including Motown: The Musical, Jitney, Fences (starring Denzel
Washington and Viola Davis), Cat on a Hot Tin Roof and A Street Car
Named Desire. Her recent Off-Broadway assignments include John Legend's
production of Turn Me Loose, starring Joe Morton. This spring she is
engaged to market Lynn Nottage's Broadway debut, Sweat, at Studio 54
Theater. She has also worked on behalf of many Off-Broadway theaters, including
The Public/New York Shakespeare Festival, Signature Theatre, Classical Theater
of Harlem, Second Stage, National Black Theatre, The New Group, and Manhattan
Theatre Club. She holds a Master of Fine Arts from University of Maryland.
 
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Winter Spring 2017
This article is featured in Vol. 23, No. 2
Also in this issue:
Colby Christina: "Triple Threat" Rising Star
1960s Black Theater History: Reminiscences of an Actor Who Lived It
Editor's Notes: Why We Must Save the NEA
Arts Hotline
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