'Broadway' benefits include movable subscriptions
Clear Channel Entertainment, the theatrical producing and presenting entity formerly known as SFX, has launched a promotional campaign to unify the various theater-subscription series it presents in more than 40 U.S. cities.
Called “Broadway Across America,” the initiative is aimed at both consumers and sponsors. The company’s variously titled series will be renamed “Broadway in Houston,” etc., and be identified as part of “Broadway Across America.”
Benefits to consumers in local markets include an ability to move subscriptions from city to city without losing membership privileges and obtain seats for shows in other cities more easily. Plan also provides sponsors with an opportunity “to create national ticket promotions, in-store sweepstakes … as well as generate brand awareness from inclusion in Broadway Across America’s advertising and media programs,” according to Paula Balzer, chief marketing officer at Clear Channel Entertainment.
“This is both a branding campaign and a way to give a sort of Good Housekeeping seal of approval to our product,” said Scott Zeiger, CEO of theatrical, North America, for Clear Channel Entertainment. “We have tremendous corporate sponsor support, and we hope that this will help in that department, but the focal point is patron-based.”
Although the inclusion of non-Equity shows in such subscription series has caused flack with Actors’ Equity, Zeiger says that’s not a concern.
“This initiative is not in response to or in recognition of that dialogue,” he said. “Our point of view is to present the very best available shows; 95% of the shows are Equity shows. But when ‘Stomp,’ for example, first came through it wasn’t, and our subscribers wanted to see that show.”