The American Repertory Theater Harvard Case Solution & Analysis

When Diane Paulus, artistic director and chief executive director of the American Repertory Theatre (ART) started in 2008, it has attracted the media about the aesthetic that to give viewers more ownership of the theater, excited theatergoers by experimenting with new venues, and received critical acclaim for the breadth and range of work was effected. Paulus also recognized the changing realities of the theater, which included falling subscription numbers and an increase in single ticket buyers.

Paulus, inspired by the mission of ART - Extend the boundaries of theater - hastened the shift in ART business model. Her new plan is the work of two unique segmented venues, create and present a variety of content, which aims to be both challenging and popular, and driving sales and marketing campaign focused on one ticket buyer, membership, and dynamic pricing. The first results have shown some promise; ART closer to breaking even than in previous years. However, some questioned if ART starts to look like a commercial theater that focuses on the representation of the theater, which is sold and not really expands the boundaries. Despite the questioning, Paulus remained committed to fulfilling its vision of ART mission to strengthen ART as a leading and financially stable not-for-profit regional theater. "Hide
by Rohit Deshpande, Allen S. Grossman, Ryan Johnson Source: Harvard Business School 21 pages. Publication Date: 05 Oct 2011. Prod. #: 512026-PDF-ENG

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