Posts by Michael Mills
Why Broadway Shows Lose Money — And What the Successful 10% Do Differently
Broadway has never produced better shows. The talent working on Broadway right now is extraordinary. The stories being told are more ambitious, more diverse, and more culturally resonant than any previous generation of theatrical work. The production values are at an all time high. The creative ambition is genuine and visible in virtually every production…
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Broadway Audience Development: How to Build Your Fanbase Before You Have a Theater
There is a window in every Broadway production when the most powerful marketing tool in the industry is sitting completely idle. Not because nobody knows it exists. Because nobody is using it early enough — or strategically enough — to let it work. This is not a story about what Broadway is doing wrong. It’s…
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The Ticket Buyers Your Broadway Tour Never Reached
Think about every city your last Broadway show never touched. Not because the show wasn’t worthy of a national tour. Not because the creative work wasn’t strong enough to travel. But because Broadway runs end — sometimes sooner than anyone planned — and the audiences in Chicago, Dallas, Seattle, and Atlanta are left with nothing…
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