Theater's Youth Movement ; with Subscribers Aging, Stage Companies Offer College Discounts and Free Nights

By Liza Weisstuch Correspondent of The Christian Science Monitor | The Christian Science Monitor, October 14, 2005 | Go to article overview

Theater's Youth Movement ; with Subscribers Aging, Stage Companies Offer College Discounts and Free Nights


Liza Weisstuch Correspondent of The Christian Science Monitor, The Christian Science Monitor


On a recent Thursday night, about 45 college students were nibbling buffalo wings and chatting in a prop room at Boston's Huntington Theatre Company. They had just seen a production of Tom Stoppard's "The Real Thing," the season's inaugural show. Adam Roberts, the Huntington's audience development coordinator, quieted the crowd and launched into an informal roll call.

"Do we have any [Boston University] students here?" (Cheers.)

"Northeastern?"

A voice boomed, "Go Huskies!"

The students were there as part of College Night, during which they paid the student rate of $15 to see the production, then went on a backstage tour. Many attendees had been recruited by a "College Ambassador" - students who help promote Huntington productions on their campus, a program that began in 2003.

Bringing in new audiences has become an increasing concern for theater companies with aging subscribers. Not only is the coveted 18- to 35-year-old demographic not subscribing, they aren't even a substantial slice of the single-ticket buying pie. In response, companies are developing clever methods of channeling attention toward their theaters - things like student rush, which offers tickets for reduced rates right before a show. Other theaters are taking more proactive steps, like the College Ambassador Program.

"It helps to have programs like this for people who don't have $90 to throw around on a ticket," says George Haranis, a junior majoring in business at Northeastern.

Not just for students

Developing audiences is hardly limited to targeting students. While many companies have raised prices in past years to offset decreased corporate and private donations, the Signature Theater in Manhattan, celebrating its 15th anniversary, cultivated a philanthropic partnership with Time Warner that will allow everyone to pay $15 for tickets this season. Founding artistic director James Houghton says that the only way to keep theater alive and fresh is to keep it accessible.

"This makes the theater a place for the people - all people. I see it as much as civic initiative as anything else, making it simply possible for all walks of people to afford it," Mr. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

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.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Theater's Youth Movement ; with Subscribers Aging, Stage Companies Offer College Discounts and Free Nights
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

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?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    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.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.