Industry Pro Newsletter: We’re Getting New Deals on Broadway, and TodayTix is Acquired by MARI
Plus, the Shubert Organization and Trafalgar Entertainment will jointly own and operate the new 1,575-seat Olympia Theatre — Shubert’s first UK venture in over a century.
By: Alex Freeman Oct. 27, 2025
On Broadway, both actors and musicians move closer to new contracts, with tentative deals heading to their respective unions for ratification. Beyond New York, the spotlight turns to growth and innovation — from Shakespeare & Company’s upcoming intensive for mid-career professionals in the Berkshires to The Shubert Organization’s landmark partnership in London. Meanwhile, TodayTix joins Ari Emanuel’s expanding live-events empire, and BroadwayWorld’s own Next On Stage competition returns for its sixth season, celebrating the next generation of musical theatre talent.
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Industry Trends
Voting Now Open for BroadwayWorld’s Next On Stage Season 6
Voting has opened for the sixth season of Next On Stage Season 6, the national high school and college theatre competition presented by AMDA and Atlantic Acting School, with sponsorship by Music Theatre International (MTI) and 54 Below. The first round of public voting runs from Oct 22 to Nov 12 11:59 pm ET.
TodayTix Acquired By Ari Emanuel’s Live Events Venture MARI
The ticketing platform TodayTix has been acquired by MARI, the live-events venture of Ari Emanuel. TodayTix Group’s co-founder and CEO Brian Fenty will continue to lead the company and join MARI’s executive team; co-founder Merritt Baer remains as Artistic Director of the immersive brand Secret Cinema. Emanuel described the deal as adding a “technology engine and a direct line to audiences” for MARI’s portfolio. The acquisition expands MARI’s live experience footprint and is part of a broader growth strategy for Emanuel’s company.
Broadway/New York
AFM Local 802 Reaches Tentative Agreement with the Broadway League
AFM Local 802, the union representing Broadway musicians, has reached a tentative three-year agreement with The Broadway League. The deal includes wage increases and increased contributions to the health fund. The union has been working without a contract since August 31, 2025. The agreement will now go to the musicians for ratification.
New details on the agreement between AEA and the Broadway League; AEA Members to Vote This Week
The agreement proposes raising the weekly minimum actor salary from $2,638 to $2,717, with 3% increases annually. It increases producer contributions to the Equity Health Fund from $150 to $175 per week with an additional $25 per year, and allows any actor to request physical therapy even if currently it’s not provided. A limit of 12 consecutive workdays (down from 16) is introduced, with certain extended runs eligible for a paid day off or paid personal day. Eligible union members may vote by Oct 30; if ratified the contract goes into effect 120 days later and pay increases apply retroactively to Sept 28, 2025.
Regional
Shakespeare & Company Launches Intensive for Mid-Career Theatre Professionals
Shakespeare & Company’s Center for Actor Training announces its Month-long Intensive for mid-career professionals, running Dec 27, 2025–Jan 18, 2026, at the company’s Berkshire campus in Lenox, Massachusetts. The holistic programme includes voice, movement, dance, text analysis, scene work, clowning, stage fight, and master classes. Applications are accepted on a rolling basis.
International
Shubert Organization and Trafalgar Entertainment Will Partner on Ownership and Operation of the Olympia Theatre
The Shubert Organization and Trafalgar Entertainment have announced a 50:50 joint-venture partnership to own and operate the new flagship 1,575-seat Olympia Theatre in London, scheduled to open in 2027. Shubert’s first direct investment in a UK theatre in more than a century, the venue is part of the £1.3 billion redevelopment of the historic Olympia exhibition site. The design emphasises a premium audience experience with wider seats, generous legroom, and enhanced amenities.
Missed our last few newsletters?
The week begins with the news that the Broadway League and AEA completed a marathon negotiation session that has resulted in a tentative agreement - meaning that one side of the potential strike equation is solved pending ratification. Negotiations with Local 802 are still ongoing. We also have a piece that looks at the compensation differences for performers for shows that originate on Broadway and those that stop on Broadway as part of an ongoing tour. A new report out of Chicago shows that arts and culture related foot traffic is back to pre-pandemic levels in downtown, an encouraging sign for arts related recoveries across the country.
October 14, 2025 - Is AI a Threat to Broadway's Newest Shows?
This week, we're exploring the forces shaping the future of the theatre industry, from technological disruption to fundamental questions about its workforce and leadership. On Broadway, the rise of AI is changing how audiences discover new shows, even as looming labor negotiations, which have drawn the attention of Congress, threaten to halt current ones. At the same time, we're seeing innovative solutions to talent pipeline challenges emerge overseas, while also celebrating the creators and leaders steering the art form forward, from a key artistic appointment in the regional sector to a major international award for a Tony-winning writing team.
October 6, 2025 - Meta’s Ad Overhaul & Broadway’s Labor Tensions
This week, we explore an industry navigating significant challenges while simultaneously planting seeds for future growth. From the looming impact of Meta's AI-driven advertising updates and financial anxieties on Broadway to the potential fallout from a government shutdown on D.C. venues, the sector faces considerable headwinds. Yet, alongside these pressures, we see powerful signs of investment and innovation, including a new fund to cultivate theatrical works in New York City, a major donation for a university performing arts center in Philadelphia, and new artistic leadership shaping the future of the Stratford Festival.
BroadwayWorld Resources
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As audiences get set to return to in-person performances, and as your company works to market your own return to the stage, make sure you've got your upcoming shows in our regional events calendars. Listings are free of charge, with boosting options available. Get your show listed now
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