York Brooklyn
First Time Producers In New York City
New York theater can be a daunting place for a new producer. But, if you understand a few things, you can do quite well. Broadway is the place of the million-dollar commercial production. Off-Broadway is where you can produce a slightly cheaper play but not too cheap. Plus, Off-Broadway plays usually are less commercial, having an edge or being experimental. Off-off Broadway, however, is friendly to new producers in that plays can be put up quite on the cheap. This can mean pennies on the dollar up to ten of thousands of dollars. There are many factors to consider. You probably won’t make money at this level but if you are starting out, this may be the place you want to be.
The first step is deciding on which play you want to do. You may have an original script but if you don’t, you need to read and read and read. Libraries and book stores are good places to get this done. However, if you work full time, I find that ebook readers can be very useful. You can do your research wherever you are, at work, at home or on the go.
New York is covered in Off-off Broadway theaters. You need to find a place to house your play so you need to think about a few things. What do you want to pay or how much can you pay? Where do you want to be, Brooklyn, uptown, downtown, midtown or elsewhere? How much audience you plan to bring in and how big the cast and the production is will also influence the size of the theater you need.
Actors are next in line. Stage actors have a union, Actor’s Equity and, if you do an Equity play, you have to do it all the way, stage manager, lighting, director, etc. Your budget will include their health and benefits funds payments and the union fee to do the play. This is a much more pricey way to go but you are pretty much guaranteed talent.
Setting the stage is the next step. This means not only stage props and set but lights, sounds and all other elements of production. This can be done high quality on a low budget as well. For one play I produced, we were able to purchase hundreds of pieces of crystal jewelry wholesale we needed for one scene and saved a lot of money. We were also lucky to get donations from actor’s families.
The final piece to the puzzle is getting an audience. You have a few options here. You can hire a PR person to build an advertising and publicity campaign. It is also their job to bring in reviewers. Or you can put ads in the paper yourself and write your own press release. Also make sure to list your play in the local papers – this is often free or very low cost. For one play, I actually got in audience by advertising a raffle where we gave away an Ibanez electric guitar that was donated to the production.
The price of producing an Off-off Broadway play can definitely be reasonable, especially for someone with a little money burning a whole in their pocket. It is also within reason to ask friends and relatives without causing them to use their life savings. The play probably won’t bring back what you put in money-wise. But, it will definitely be rewarding and if it’s good and gets reviews can lead to much bigger things.
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