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Industry Pro Newsletter: Foot Traffic up in Times Square, Mask and Vaccine Requirements Continue

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Additionally, older Americans and more patrons are adopting a digital first attitude.



October 4, 2021 -

As with many phases of this pandemic, good news tends to come with a little bit of bad news mixed in. While early signs indicate that business is returning to the theatre district and audiences are returning to Broadway shows, Aladdin became the first Broadway show to re-open and temporarily shut down due to breakthrough cases within the company. However, that so many shows have yet to run into this problem is a strong indication that the policies developed for a safe return to Broadway are working. Additionally, we've got new data this week that indicates many of the technological advances that occurred during the pandemic for audience interaction are here to stay - and have been adopted by older patrons in addition to younger patrons. A promising sign for a more efficient, digital first industry.

The Social Report

Aladdin rose to the top of the leaderboard following resuming and cancelling performances due to breakthrough cases amongst the company. Moulin Rouge continues to take the top spot following their Best Musical win and resuming performances on Broadway.

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Aladdin on Broadway Cancels Until October 12

A single performance the day after opening had been canceled due to a positive test within the company. Though testing indicated it was safe to perform on September 30th, testing the next day revealed additional breakthrough cases within the Aladdin company, prompting the decision to suspend the show until October 12th. It is important to note that this is the procedures working - no one with a positive test performed, and as soon as a positive case was identified, the production took proper steps to stop the spread as quickly as possible.

Broadway Theatres Extend Mask and Vaccination Requirements

Masks and vaccines are here to stay on Broadway through at least the end of the year. The Broadway League announced last week that the requirement for audience members to be fully vaccinated will stay through at least the end of the year, and that they'll review policies for performances beginning January 3, 2022 for an announcement on or around December 1.

Business and Foot Traffic Both Tick Up in Times Square

As NPR reports, businesses in and around the theatre district are starting to feel the return of Broadway in their bottom lines.

Trauma and Arts Leadership

As arts organizations begin the slow ascent back to "business as usual", Molly Schenk writes about the considerations leaders in these organizations should make in dealing with the collective, and individual, trauma of the last 18-months.

Drama League Expands and Overhauls their Directing Program

With a fresh investment in the millions, the Drama League has expanded their programming to not only further support early career directors, but mid-career directors who might be looking to pivot into film and television directing. With more generous support scholarships - in both the form of income and health insurance - the newly revamped program is designed to give directors the financial support they need to sustain a career in directing for the stage.

Theatre in Glass Boxes

The New York Times Magazine dissects one of the hottest trends in theatrical set design: setting shows in glass boxes.

Older Americans Adopting Technology at a High Rate

Due in large part to the pandemic, the rate at which older Americans are not only utilizing technology like smartphones, but their comfort with that technology, continues to rise according to a new report by the AARP. Audience comfortability is a reason frequently cited by theatre companies for not adopting new technologies into their practices (like a switch to a digital-first show program), but as the AARP data points out, that barrier is getting lower and lower. As audiences return, now is a great time to test out new technologies that can make your front of house more economic, efficient, and environmentally friendly.

More People Interact with Cultural Entities Digitally Now than Before - Or During - Pandemic

According to the latest research from IMPACTS, more people are interacting with cultural entities digitally now than they were both before the pandemic and at its height. What does this mean for your organization? If you haven't gotten your digital life in line - including an updated and user friendly website - then you are likely alienating some of your future, current, and potential patrons. Many of our audiences have started to fully shift into a digital first model, and our outreach and marketing efforts need to follow suit.

Add Your Show to our Regional Events Calendar

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!

BroadwayWorld Stage Mag - A Fully Interactive Show Program

The digital solution to your show program needs - want to see what's possible? Check out the Stage Mag's for off-Broadway's Blindness and for Next on Stage Season 3! Then start building your own at stagemag.broadwayworld.com.

Want more information about marketing options with BroadwayWorld? Request a media kit here and a member of our sales and marketing team will reach out promptly.



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From This Author Alex Freeman