I began producing theatre right after college. I moved into New York City in December 2001 and I thought I knew it all. 9/11 had just happened, the city was a confused morass; I figured that exactly what people needed; what they deserved was cutting, young, original theatre; theatre that draws into the lifeline and extracts some truth. Of course I was young and a little naive; if you want to be generous; stupid if you don’t. Here are the seven things I wish I’d known before I began my theatre production company in 2001.
The grandeur of the space doesn’t make your theatre: When I was coming up through the ranks of amateur producers I thought “if only I’d had a nicer space.” I kept upgrading our theatres but doing the same show in a different space isn’t necessarily going to make your work any better. In a way, having your theatre presentation in a rugged, off-the-beaten-path, scrappy space shows the audience where you are as an artist. Even established artists who may be trying something old or a work-in-progress will prefer to do their work in a less trafficked space. Once you’ve established yourself, if you’re doing good work, people will come, regardless of where it is.
You need to connect within your community: Actors, directors, techies, other playwrights, other producers need to know who you are. How else are you going to make an impression in your industry? So the first people you need to alert of who you are is these people. Have a fundraiser, partner with a local bar, restaurant, or whatever. Get the people you do business with in your direct community involved; then get the people who will most appreciate your work involved as well.
Busking won’t do much; but you should do it anyway: Handing out pamphlets, flyers, and advertisements for your shows probably won’t do too much. But it’s something you should do anyway. Your show info should be hanging up in every coffee shop, community board, deli and street light you can get onto. Of course you should consider proximity to the space (within a few blocks) and you should pick up any ads you put up once your show is done. It may not do much for your bottom line, but awareness is key for young theatre producers.
Invite young freelance journalists: Just like you’re an up and coming production company you are going to need all the positive press you can muster. You’re not going to have Ben Brantley at your first show; that’s just the way it is. But if you canvass the area (NYC is a big metropolitan area) and engage any freelance journalists directly they will usually be pretty receptive to offering their support. Of course their tickets should be free and if they want a +1, you should respect that. Any more than one may be pushing it but if you’re not selling out, the more the merrier!
You don’t need to spend money to look like a million bucks: Any kid who went to a college or state university likely knows their theatre program was rubbing nickels together to pull their shows off. That said you should employ all the money saving tactics you learned in your college theatre program to your benefit in the off-off Broadway community. You’re not going to have elaborate sets, props, and lighting. If your shows need that you’re going to be the one to provide it. Barter is another tactic you can use with local businesses if you need something specific and you can give them “free” ad space. That’s also another great way to spread awareness of who you are.
You’re not going to make any money: This is the sad fact about theatre; the only things that make any money are long-running Broadway musicals or touring children musicals. So when you’re presenting rugged, raw, off-off Broadway straight theatre, you’re doing it because you love it; not because you think you’re going to get rich from it. Of course with websites like Kickstarter, there are ways for you to cover all your expenses before the first curtain rises. But again that’s all about awareness and having people who love your shows supporting you.
Your ideas are not original: Theatre has been done. More than film. More than television. Theatre has been around for thousands of years. As original as you think your ideas are, they are probably not. That doesn’t mean that you can’t bring an idea a new spin or that you shouldn’t’ try to do the theatre if you’re passionate about it. Your love will shine through in your words and your actor’s portrayal of those words. And the satisfaction will be yours just because you love what you’re doing so much.
Of course there are other things I wish I’d known. But these are the seven most important things I wish I’d been told before I took the dive into the theatre producing realm 10 years ago.