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Group Members:
David De Rosa
Julie Lefeuvre
Amanda Paquin
Sonny Patel
1
Executive Summary
Research on Broadway was conducted to increase annual Broadway attendance of the secondary
target audience. From this objective, Broadway should subsequently see an increase in annual revenue
and ticket sales. The research was conducted to obtain a better understanding of the entertainment and
Broadway industries, as well as, an understanding of the attitudes and purchasing habits of theatergoers.
The methodology of this study began with a situational analysis to determine the history and
current state of the entertainment and Broadway industries. The target audience for Broadway was
researched and analyzed. Following the target audience analysis, secondary markets were determined.
These markets were targeted in a survey with a sample size of 42 males and females. The survey results
were analyzed in IBM SPSS to interpret the data and determine suitable conclusions recommendations.
We have found that the cast, advertising and ticket prices are major factors in patrons willingness
to attend Broadway. Members of our secondary target audience are likely to recommend Broadway
shows and research the shows ticket prices before attending. This shows a high level of preparation
when considering a Broadway show. Satisfaction is dependent upon the theatergoers perception of
Broadway. Future attendance is dependent upon the cast members of the Broadway show. Word-ofmouth is dependent upon the theatergoers willingness to attend Broadway.
We recommend that Broadway increase advertising towards secondary markets, continue to cast
celebrity actors, and increase awareness of discount ticket options.
Market Size
Shows in Production
48
323
222
Broadway
Off-Broadway
Off-Off-Broadway
Broadway Tickets and Discount Theater Tickets for Broadway Shows at TheaterMania.com. Web. 18 Oct. 2011. <http://www.theatermania.com>.
The Broadway League - The Official Website of the Broadway Theatre Industry. Web. 18 Oct. 2011. <http://www.broadwayleague.com>.
Trends in Sales
Yearly Grosses
1,200,000,000
1,000,000,000
800,000,000
600,000,000
400,000,000
200,000,000
20
10
-2
01
20
1
09
-2
01
20
0
08
-2
00
20
9
07
-2
00
20
8
06
-2
00
20
7
05
-2
00
20
6
04
-2
00
20
5
03
-2
00
20
4
02
-2
00
20
3
01
-2
00
20
2
00
-2
00
1
82
2006
67
2000
52
1999
50
0
20
40
60
80
100
Lifestyle Trends
Those are attended live theater in the last 12 months are
Sample
40 times more likely to be politically very liberal
compared to the average
(000)
Liberal outlook is projected to appeal to the audience
Vertical
Will Ferrell starred in Youre Welcome America
Horizontal
Growth of contemporary rock music in original musicals
Popular musicals include: Spring Awakening, Bloody
Index
Bloody Andrew Jackson, & Rock of Ages
Base
Growth in new productions from novels
Popular titles include: The Light in the Piazza, Les
Liaisons Dangereuses, The Color Purple, & Wicked
Growth of new musicals from film
Popular musicals include: The Little Mermaid, Beauty
and the Beast, Shrek, Legally Blonde, 9 to 5, The
Wedding Singer, Mary Poppins, & The Lion King
Popular musicals include: Spring Awakening, Bloody
Bloody Andrew Jackson, & Rock of Ages
Simmons Choices 3
Back Stage (19305966); 2/12/2009, Vol. 50 Issue 7, p10-11, 2p, 1 Color Photograph
Broadway Tickets and Discount Theater Tickets for Broadway Shows at TheaterMania.com. Web. 18 Oct. 2011. http://www.theatermania.com.
189
3,091
6.64%
30%
140
1.41%
Seasonal Factors
Highest grossing months include:
December and April
A steady increase in total sales leading
up to December
Fall show openings occur in
November
Theatergoers are purchasing
tickets for holiday gifts
8
Broadway Tickets and Discount Theater Tickets for Broadway Shows at TheaterMania.com. Web. 18 Oct. 2011. <http://www.theatermania.com>.
"Broadway: The American Musical . Stars Over Broadway | PBS." PBS: Public Broadcasting Service. Web. 23 Oct. 2011. <http://www.pbs.org/wnet/broadway/stars/index.html>.
Broadway Tickets and Discount Theater Tickets for Broadway Shows at TheaterMania.com. Web. 18 Oct. 2011. <http://www.theatermania.com>.
10
Show Name
Gross
Performances
$770.0M
$76.75
24 years*
9283
$699.1M
$104.85
15 years*
5197
Wicked
$467.6M
$108.90
9 years*
2718
$429.2M
$86.20
14 years
5461
Mamma Mia
$416.9M
$83.14
11 years*
3560
Les Miserables
$406.3M
$80.76
17 years
6680
Chicago
$377.4M
$77.72
16 years*
5612
Cats
$366.4M
$59.56
19 years
7485
The Producers
$288.4M
$67.48
7 years
2502
10
Miss Saigon
$285.8M
$65.71
11 years
4092
Trends in Spending
2010 2011 Spending
Broadway Spending
Direct Spending
(million $)
Total Impact
(million $)
Spending by Broadway
Tourists
$5,192.2
$7,700.1
Show Expenses
$949.2
$2,048.5
Theatre Expenses
$34.6
$51.4
$6,175.9
$9,800.1
Total
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The Broadway League - The Official Website of the Broadway Theatre Industry. Web. 18 Oct. 2011. <http://www.broadwayleague.com>.
Trends of Growth
2010-2011 produced record high gross with a 5.9% increase from previous year
2010-2011 attendance grew 5.4% from last year
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The Broadway League - The Official Website of the Broadway Theatre Industry. Web. 18 Oct. 2011. <http://www.broadwayleague.com>.
Current Positioning
14
Research Methodology
15
16
1st
2nd
17
From November 10th 2011 to November 27th 2011, 43 surveys were administered to occupants of
the general Northeast area in 4 different locations. Survey questions were chosen based on a situational
analysis of the entertainment and theater industries and their relevance to the goal of this study. In total,
43 questionnaires were distributed and 42 were deemed valid, representing a usability of 98%.
Preliminary questions were asked to ensure each survey taker was within the secondary target market
population. Survey questions were asked to determine factors that inhibit Broadway attendance.
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Questionnaire Development
Survey Objectives
To discover the factors that most influence the buying and spending habits of
Broadway-goers in either a negative or positive way.
Data Collection Method
Most of the surveys were self-administered. A few surveys were administered via
email. Potential survey-takers were screened to determine whether they had children,
and if not, were excluded from the study.
Individual Question Content
To remain unbiased and objective, various attitude questions were asked, using the
semantic differential method. This method demonstrated the level of attention of
survey-takers. Various, nominal, ordinal, interval, and ratio questions were asked.
Ratio questions were asked to limit the inability to respond.
Question Wording and Sequence
Objective wording was used to avoiding leading respondents to a desired
response. The sequence of survey questions were ordered from broad to detailed and
ended with demographic questions.
19
20
21
IBM SPSS Statistics
22
IBM SPSS Statistics
23
IBM SPSS Statistics
24
IBM SPSS Statistics
25
IBM SPSS Statistics
Means Analysis
1-7
1-5
Statements
The cast of B'way determines my desire to
attend.
Mean
3.67
4.60
3.68
4.74
4.26
4.19
3.14
3.52
4.00
3.43
3.52
4.33
4.21
3.36
3.98
4.26
3.81
2.26
3.14
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Correlation Analysis
Correlated Statements from Survey Questions
The cast of Broadway influences my desire to attend.
I seek out new productions on Broadway.
I only see Broadway shows for special occasions.
I attend Broadway because I want to.
I will continue to attend Broadway after being dissatisfied.
Broadway makes me feel wise.
I find Broadway to be exciting.
I find Broadway to be exciting.
Broadway makes me feel nice.
I attend Broadway because I want to.
Broadway makes me feel wise.
Broadway makes me feel valuable.
Broadway makes me feel valuable.
Broadway makes me feel wise.
0.586
0.546
-0.803
0.797
0.545
0.532
0.587
0.587
0.542
0.570
0.600
0.571
0.581
0.620
Statements from the survey results were rated. Using SPSS, the data was able to be
correlated for similarity. Negative correlations indicate an inverse relationship between
two statements. For example, when the survey taker agreed that they only see
Broadway show for special occasions, they did not attend Broadway in the last 12
months. Strong positive correlations indicate that both statements are likely to happen
together. When theatergoers attend Broadway because they want to, they are also likely
to recommend a Broadway show.
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IBM SPSS Statistics
Correlation Analysis
Correlated Statements from Survey Questions
I attend Broadway because I want to.
I am dissatisfied after going seeing a Broadway show.
Broadway makes me feel wise.
Broadway makes me feel pleasant.
I am dissatisfied after going seeing a Broadway show.
Broadway makes me feel valuable.
Broadway makes me feel wise.
Broadway makes me feel pleasant.
Broadway makes me feel wise.
Broadway makes me feel useful.
I am dissatisfied after going seeing a Broadway show.
I will continue attending Broadway after being dissatisfied.
The above statements are additional correlations that were found using SPSS. The
correlations are made through the attitudes of the survey takers. When Broadway makes
the target feel pleasant, the target also feels nice. When the target is dissatisfied after
going to see a Broadway show, the do not feel pleasant.
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IBM SPSS Statistics
Feel
pleasant
IV
DV
Dissatisfaction
Find
Bway
positive
Satisfaction is dependent upon the theater-goers perception of Broadway. When the
theater-goer does not feel pleasant towards Broadway or find Broadway positive, then
dissatisfaction occurs. Feeling pleasant has a significance of .012 and finding Broadway
positive has a significance of .011. These high significances support our interpretations of
Broadway dissatisfaction.
29
IBM SPSS Statistics
Cast
IV
Attend
last 12
mos.
Future attendance of Broadway is dependent upon the cast of the Broadway show.
Attending a Broadway show in the last 12 months does not affect future attendance.
The casts of Broadway hold a significance of .002, while the previous attendance
has a significance of .010.
30
IBM SPSS Statistics
I attend
Bway
because I
want to
.508
I go to
Bway
because I
want to
.596
I am likely to recommend
a Bway show