This past summer I worked at an advertising that handled Broadway accounts. It was so different from anything I had ever learned. The strategy and thinking behind it didn't click to me. You had to have experience and understand the though process behind it before it made sense.
With an audience made of up almost 70% tourists you would think ABSOLUTELY advertise to the tourists. However, these people come and leave and a new group will come. What makes theater tick is those hard core theater lovers. It is such a small amount of people. The richest of the rich. Literally you are advertising to maybe 1% of the world to come see this show on Broadway that could last 13 years like Lion King or could just close the next night.
This brings up another point that adverting venues must be so flexible with shows. What if I had already bought New York Times for 6 months in advance for my show I'm working on. But, the show closes 2 days later. The NYT needs to understand that I no longer have any show to advertise. It goes against everything I have learned. It bends the rules and that makes me want to figure out how and why.
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