Industry Insight - by Cara Joy David

Social media is an increasing part of every business, including the theater business. There is some debate about what it means for ticket sales, but it is clear that it can mean a lot to increase actors' profiles. Actors who would have only been truly known by a select group of theater insiders have thousands of followers on Twitter and Instagram. Some report being asked about those numbers, and Facebook fan page likes, by casting directors and directors. But it's not necessarily easy for actors to share on social media. There are some impediments.

For a community dependent on tourists, Broadway does not like outsiders. So it is no surprise that when in 2013 Ambassador Theatre Group (ATG), a large theater owner and producing conglomerate in the UK, paid approximately $60 million for a long-term lease on one of Broadway's largest, but most troubled, venues, the industry took notice.