I participated in a World Theatre conference at La Mama ETC last Friday. There, I listened to artists from around the world talk about their struggle to get audience members into the theatre. It seemed that even great artists couldn't get an audience member to sit through a play. Only companies with clear brands, like La Mama, could create a huge following. One called theatre a dying art. It's a problem that worried me. Could theatre die or already be dead? Am I hear for the last gasp?I'm not. Audiences go to Gaga, Broadway, and Cirque every day. Teens flock to rock musicals. People go to theatre but won't see cutting edge material because the fun has either been sucked out of the play or out of the marketing. At the end of the day, the Greeks made theatre to entertain. We need to return to that core ideal and brand every production.
Look at Disney. They brilliantly make their DVDS out of print and then rerelease them on the new viewing medium with bonus features and people like me buy them every time because we associate Disney with commercial art, entertainment, and quality. Most theatre companies just make art. Art should break boundaries and have philosophy while respecting the audience's demands. That's what Shakespeare did! He wrote for the intellectuals and the groundlings.
Like record companies who want to sell albums and production companies that want to pretend DVD doesn't exist, theatre needs to live now. The 60's ended... a while ago. Each century has it's movement (neoclassical, realism, ext.). In the post modern world, it's everything blended with fun and intellectuality. Let's get on with the show and honor the past while moving forward!



