Abstract
From the earliest combinations of songs, dances, and some form of drama that led to what theatre and performance scholars refer to as musical theatre, the goal of the managers and producers involved has been distinctly commercial: how will the show make a profit? The business side of show business encompasses numerous practical, social, and historical elements, including the ascendance of musical theatre star performers, the appeal of chorus girls, and the overlapping promise of fun and good times. Along with the good times, there is the overarching gamble spurred by the possibility and promise of the big hit. This chapter serves as an entry point to understanding musical theatre economics, including how musicals raise money and provide a return on investment, as well as the many often unpredictable variables that affect whether or not the show will, indeed, make a profit. Along with this examination of economics, the chapter will emphasize the emergence of the musical comedy brand and the ways producers and artists seek to capitalize on the right brand: that is, the brand that leads to a profit. These strategies illustrate the ongoing attempts to create art while succeeding in commerce.
Published Version
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