This ain’t no instant win game.

I know what you’re thinking. Because I’ve thought the same way too.

If I can just get the show open, if I can just get the product launched, it’s going to be a instant smash hit.  It’s that good of an idea, script, score, whatever.

The money will pour in. The reviews will be stellar.  And the tickets will sell like hotcakes at an ‘I Love Hotcakes’ convention.

It’s perfectly fine to think that way . . . it’s perfectly fine to fantasize . . . as long as you’re ok with that fantasy not coming true.

Because odds are, it’s not going to happen.

Does that sound negative?  It’s not.  I’m not saying that your show, product, whatever isn’t going to be a super smash hit, but I just wouldn’t count on it being an overnight sensation.

Because business is not like the lottery.  You don’t wake up one morning and find that you’ve hit the jackpot.

No matter how good your show, your product, or your hotcakes are . . . you have to be prepared to put in the work.

But if you’re an entrepreneur, that’s when you’re going to have the most fun anyway.

– – – – –

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The Top 5 Tony Nomination Surprises.

The 2010 Tony Award Nominations were announced just two-and-a-half hours ago and, as always, they included a few surprises.

Here are my top five head-shakers:

1.  The season’s biggest hit doesn’t get a shot at Best Musical.

Poor Addams Family.  On second thought, with their last week’s gross topping $1.3 million, I think the last word that we can use in the same sentence as Addams Family is “poor.”  However, for the 3rd year in a row, the Tony Nominators snubbed a big, fat (yet original), commercial show that steamrolled into town to less than enthusiastic critical acclaim, but a lot of popular love.  Legally Blonde, 9 To 5 and now The Family.  Honestly, this wasn’t much of a surprise.  What was a surprise was that the jukebox-y Million Dollar Quartet took the fourth spot over Come Fly Away . . . and frankly, I’m still surprised at how both of them were considered more of a contender for this slot than Family, considering that Family is more of a traditional musical than both of them combined.  Let’s face it . . . the nominators officially like the jukebox musical. They embraced Rock of Ages last year, and this year, MDQ.

So, Priscilla, Queen of the Desert . . . fear not.

Two questions come to mind as a result of this surprise:

– Will Addams Family get a number on the show?

– Will their grosses suffer an immediate drop as a result of the snub?

Answers?

– Yes.

– And no.

2.  Stars actually got nominations.

Sometimes the Tony nominators like to tell Hollywood stars to go back where they came from, by overlooking them for a possible Tony trophy.  Not this year. Denzel Washington (who was overlooked in 2005 for his Caesar), Catherine Zeta-Jones, Liev Schreiber, Scarlett Johansson, Kelsey Grammer, Jude Law, Christopher Walken, Linda Lavin, David Alan Grier, and Sean Hayes all got nods for their work on the boards this year.  (Left off the list were our usual favorites, Kristin Chenoweth, Nathan Lane and Bebe Neuwirth, but their mantles are doing just fine, I’d say).  The fact that the nominations look like the invite list to the Vanity Fair Oscar Party is a good thing.  Most importantly, all of these stars did fantastic work this year and deserve the kudos.  Now let’s hope this will go a long way in getting more of their brothers and sisters from the Hollywood Hills to come join us for a “limited time only.”

3.  There are four nominees for best score.

We saw this one coming last week, when the Tony Admin Committee announced that both Enron and Fences would be eligible in the Best Score category.  It was a good move, IMHO, because Shubert Alley had been buzzing about the dearth of original scores this year.  I don’t think they need to seat those two scores too close to the podium on award night, but it’s nice to see the category rounded out. And the scores are unique, interesting, and definitely deserving of some love.

4.  Sherie Rene Scott owes Megan Mullally a drink.

Six weeks ago, SRS was looking at an uneventful spring.  Then, MM ups and walks from Lips Together, Teeth Apart, and now, SRS has two Tony nominations to keep her busy!  (Interesting side note:  Sherie Rene Scott replaced Megan Mullally in the Rosie O’Donnell Grease that I worked on back in ’94).  This surprise story isn’t over yet . . . because by my read, SRS has a good shot at taking home a trophy on Tony night.  And all this star-aligning-stuff couldn’t happen to a nicer gal.

5.  The British hit about an American company won’t be Best Play.

You know what the most difficult translation in the world is?  From English to American and American to English.  You’d think it’d be so much easier to predict what works in each of these markets based on the success in the other.  Alas, it ain’t that easy.  Unfortunately, Enron, a British play based on American subject matter, didn’t impress the nominators and failed get a Best Play nom.  Nine months ago, I would have bet big on this one not only getting a nomination but also taking home the top prize.  Just goes to show you, you never know what’s going to happen until that curtain goes up.

How did I do with my predictions?  I scored a 75% overall, missing one show in each of the three categories I predicted (which, coincidentally is exactly how I scored last year).

How did you do?

And stay tuned . . . The Producer’s Perspective Tony Pool will be announced shortly.  We’ve just got to figure out what the prizes are going to be . . .

10 Questions for a Broadway Pro. Volume 1: A Broadway Mad Man.

Today on The Producer’s Perspective we’re introducing a brand new feature, which is a spin-off on my Advice From An Expert articles.

In “10 Questions for a Broadway Pro,” I ask . . . yep . . . a Broadway Industry Professional 10 Questions!

We’ll talk to all sorts of people involved in the modern theater and get their perspective on their job, their role in the biz and what they’d like to see change.  We’re gonna hear from Casting Directors, Marketing Directors, Press Agents, and more (let me know if there is a position you’d like to hear from).

The inspiration for this feature came from my first gig on a Broadway show.  I was the Production Assistant on the Barry and Fran Weissler revival of My Fair Lady, starring Richard Chamberlain and a 23-year-old Melissa Errico.  My duties included everything from getting Richard his fresh-off-the-bone turkey sandwiches to typing up the rehearsal schedule on a Mac Classic.

And it was one of the greatest times of my life.

The best part about the gig was that I was exposed to a whole bunch of people and positions that I never knew existed before.  The job gave me a chance to see who was pulling the curtain strings of Broadway . . . and made me realize that I was even more excited about being behind-the-scenes rather than in them (I was on the actor-track).

I used to ask everyone involved in the show questions about what they did. Thanks to their answers, I learned so much about what I wanted to do and what I didn’t want to do.

So, I thought I’d give you a virtual experience of what I went through back then, and introduce you to not only the biggest players on Broadway whose names aren’t on the marquees, but also help us all understand what exactly they do on a day-to-day basis.

First up is one of Broadway’s own Mad Men, Drew Hodges, the founder and CEO of SpotCo, one of the two Broadway heavyweight ad agencies.  (Drew also happens to be #21 on BroadwaySpace.com’s 50 Most Powerful People.)

Having sat in many an ad meeting with Drew, I can tell you that he’s one of a very rare hybrid that combines incredible business acumen with unbridled creativity.

Without further ado, here are 10 Questions with Drew!

1.    What is your title?

Founder, SpotCo Advertising

2.    What show/shows are you currently working on?

Next Fall, Million Dollar Quartet, La Cage, Memphis, A Behanding in Spokane, Chicago, The Pee Wee Herman Show, Priscilla Queen of the Desert, Hair, A View From the Bridge, Billy Elliot, Fences, Time Stands Still, Red, In The Heights,  The 39 Steps, Avenue Q, West Side Story, Come Fly Away, Lips Together Teeth Apart, Present Laughter, The Miracle Worker, Blue Man Group, Radio City Christmas Spectacular, Love Never Dies.  In no particular order.

3.    In one sentence, describe your job.

We create identities and sell tickets for live theatrical events.

4.    What skills are necessary for a person in your position?

Creativity, marketing, problem solving, humility, humor, and fast thinking.

5.    What kind of training did you go through to get to your position?

I owned my own design studio doing advertising and design for entertainment – film, cable, and the recording industry – for 12 years. Before that, I got a BFA in Graphic Design from the School of Visual Arts.

6.    What was your first job in theater?

I did the poster for The Destiny of Me, the sequel to The Normal Heart for Tom Viola and Roger McFarland.  It’s a portrait of my right hand.

7.    Why do you think theater is important?

It creates joy and outrage, both often when we need it most.

8.    What is your profession’s greatest challenge today?

Conservatism, and too many cooks.

9.    If you could change just one thing about the industry with the wave of a magic wand, what would it be?

That every challenge be met with humor and poise, rather than blame.  The team is always better when unified and caring.

10.    What advice would you give to someone who wanted to do what you do?

If you wanted to work in advertising for theater, there are several paths to take.  If you are a graphic designer, video editor, web designer, etc., we just look for a great portfolio that has vibrancy, a sense of humor as a person, and the ability to move fast.  A love of theater is not essential, and often times, I like that people bring a more diverse palette to our Broadway materials.  If you wanted to be an account person, a writer, etc., a passion for theater is a great help.  A sense of marketing, or marketing courses as a background are nice.  We have several people from the BMI workshop, and the producing program at Columbia.  We also have people who have worked at other more traditional ad agencies, and that knowledge can be a huge help, when combined with the joy (or the heartbreak) of theater.

Because Drew is the kind of guy that always goes a little further in everything he does, he also answered a bonus question.  When asked what kind of advice he would give to someone that wanted to be a Producer, he answered as follows:

Surround yourself with the best people, and be willing to understand that every friend you have will tell you your project is perfect.  You need to listen to real people, and if your advance is falling, people don’t like it as much as you think.  The opposite is also true- if your advance is climbing, no matter how slowly, people are genuinely loving your show and you should keep going.

Want to hear more expert advice from Drew but don’t have a show that he can advertise yet?  Listen to some of his American Theatre Wing panels here.

Ken Davenport
Ken Davenport

Tony Award-Winning Broadway Producer

I'm on a mission to help 5000 shows get produced by 2025.

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