Building a Family Business

When hard times hit, the show must still go on for all of us. But as Drama League board president and Broadway HD CEO Bonnie Comley explains, even when the lights are dark, critical progress can be made. As Broadway's 41 theaters begin coming back to life in New York City, the three-time Tony Award-winning producer takes us through how the 18-month pandemic closure created an opportunity for the $16 billion industry to reimagine itself. At core are new efforts to expand and broaden the customer base, in part through a fuller embrace of digital engagement. Digital capture and streaming, Comley says, can help welcome new audiences and expand touchpoints for each show's brand in unique ways. “Streaming theater is not a replacement for theater,” she says. “It is an additive.”

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