On Broadway: Art and Commerce on the Great White Way

By Steven Adler | Go to book overview
Save to active project

When Worlds Collide

What is commercial producing these days but being the first to take something from a not-for-profit to a commercial venue?

—Roy Gabay, producer and general manager

You cannot afford the luxury any longer of thinking of two distinct, isolated worlds of theater. Economics have been the driving force between profit and nonprofit, or taxpaying and nontaxpaying, as I call it.

—Gerald Schoenfeld, chairman of the Shubert Organization, in the New York Times, June 15, 2000

If you happen to do a project that's hopefully true to your artistic mission, and it's a big success, then I'm all for exploiting it to the absolute maximum and getting every possible benefit for your company, because the environment for not-for-profit theatre companies is so difficult. You need to do everything you can to survive and prosper.

—Terrence Dwyer, managing director, La Jolla Playhouse

In 1974, in Princeton, New Jersey, a gathering of theatre makers from the not-for-profit and commercial worlds met for four days to discuss the state of the art—or arts, as quickly grew apparent. The fortunes and aesthetics of these two theatrical spheres of interest seemed polar opposites. Convened by Broadway producer Alexander H. Cohen, the First American Congress of Theater brought together disparate artists, managers, and producers to bridge the wide chasm that separated them. According to writer Jeremy Gerard,

Cohen…like most of his colleagues, had seen his fortunes suffer considerably in the sixties and seventies, when Broadway came to be regarded as just another outmoded Establishment institution worthy of disdain.…What little adventurous work was making it to Broadway, even back then, was coming from the Public, as well as theaters like Washington's Arena Stage and Los Angeles' Mark Taper Forum… Alex Cohen knew the [Broadway] business was in trouble—and he knew where salvation lay.…The goals were lofty and the expectations


Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Cite this page

Cited page

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
On Broadway: Art and Commerce on the Great White Way


Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 252

matching results for page

Cited passage

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?