×
You will be redirected back to your article in seconds

Tracking comes to Broadway

New research service offered for legiters

Research helps hone Broadway ads

Consulting company Entertainment Research and Marketing is bringing the movie-tracking concept to Broadway. The outfit has launched a subscription-based, year-round tracking service for Main Stem shows called Broadway’s Hot Ticket.

ERm’s biweekly report — surveying a mix of tourists, Gotham-area residents and destination travelers — measures respondents’ awareness of Broadway shows, their interest in seeing those shows and the reasons their curiosity is piqued. Shows are classified in one of three categories: new and upcoming productions, those within the first year of their runs and longrunners.

ERm gathers data on an ongoing basis over the phone, online and from people on the street.

Popular on Variety

In an effort to tamp down on unauthorized, revenue-draining reproduction, the report is distributed to subscribers as a hard copy; production-specific findings for an individual client’s shows also are included.

That’s a wealth of info for any producer, says ERm topper (and former Nielsen exec) Joseph Craig. “Competitive tracking really gives you a great idea of where a show is sitting.”

More Voices

  • Joe Talbot Jimmie Fails Last Black

    Want a Career in the Arts? Build a Community (Guest Column)

    Last November, 400,000 writers from around the world agreed to spend a month with their friends writing novels. They met in libraries and cafés, cheered on by 1,000 volunteers. One writer, a 20-year-old college student, recently signed a two-book publishing deal. Previous novelists have had their books turned into Hollywood movies. And it wasn’t just [...]

  • Saoirse Ronan and Timothée Chalamet in

    Can 'Little Women' Recover for Oscars After SAG Nominations Shutout?

    Where in the world was “Little Women”? That was the big question this morning when the 2020 SAG Award nominations were announced. Greta Gerwig’s adaptation of the classic novel was completely shut out by Wednesday’s nominations. It comes on the heels of “Little Women” snagging just two Golden Globe noms for Saoirse Ronan for lead [...]

  • Frank Sheeran (Robert De Niro) is

    Golden Globes: Six Things to Know About the Film Nominations

    Most of Monday morning’s Globe nominations didn’t come as a big surprise. “Marriage Story,” “The Irishman,” “Once Upon a Time in Hollywood” and “Parasite” have been ruling awards season – their many nominations were expected. But Globe wins don’t necessarily translate to Oscar gold — about half of best pic wins have been in sync [...]

  • Adam Sandler'Uncut Gems' film premiere, Arrivals,

    NBR Spreads the Love: Does Adam Sandler Get an Oscar Boost With His Best Actor Win?

    Less than 24 hours after “Marriage Story” swept the Gotham Awards with four wins, it failed to snag any major prize Tuesday from the National Board of Review. However, the Noah Baumbach divorce drama did land on the NBR’s top ten film list. Meanwhile, NBR’s top honor went to “The Irishman.” What does this mean [...]

  • Noah Baumbach, Adam Driver, and Laura

    'Marriage Story's' Big Night at Gotham Awards Could Mean More Oscar, Golden Globe Traction

    “Marriage Story” just took another giant step down the aisle to the Oscars. While the Gotham Awards aren’t always a precursor of what’s to come at the Academy Awards, Monday night’s “Marriage Story” sweep of four wins at the Independent Filmmakers Project’s annual awards gala should provide even more momentum for the Netflix title. “Marriage [...]

More From Our Brands

Access exclusive content