“UCLA is just an extreme single weekend case of how theater is produced across Los Angeles from the Taper to the most intimate shoebox. The model is basically run a show for 6 weeks then close. If lightning miraculously strikes and the show’s a blockbuster – consider a two week extension.
It’s astounding with the variety of theater that’s made in Los Angeles just how much fits into this one production model. Yes, it’s the simplest and in many ways the most economical. But is it the best model to attract new audiences?
Sure, it serves an existing audience but as any successful salesman will tell you if you’re not selling to new customers: your days are numbered.
Now, I’m not saying that every show should be extended or every company should suddenly embrace a rotating repertory schedule but there needs to be as much creativity and risk taking in scheduling and marketing theater as there is in making it.”
About the Author: COLIN MITCHELL: Actor/Writer/Director/Producer/Father, award-winning playwright and screenwriter, Broadway veteran, Marvel comics scribe, Van Morrison disciple, Zen-Catholic, a proud U.S. Army Brat conceived in Scotland and born in Frankfurt, Germany, currently living in Los Angeles and doing his best to piss off as many people as possible.