Broadway and theatre
consulting services
Broadway remains a cornerstone of the global theatre industry, drawing millions of attendees each year and generating billions in revenue. Its audiences include a significant proportion of domestic and international tourists, underscoring its role as a key cultural and economic force.
With a globally recognized brand, Broadway has also enabled a thriving ecosystem of touring and international productions. Yet despite its scale, producing individual shows remains a high-risk endeavor. High production costs, fierce competition, and shifting audience expectations mean that only a small number of productions succeed in recouping their investment — making strategic planning more essential than ever.
We help Broadway producers navigate uncertainty and meet their revenue goals.
With experience supporting over 40 shows worldwide, we understand how to balance the tension between creative ambition and commercial viability, while mitigating the risks inherent to high-investment productions.
We collaborate with the Broadway and live theatre industries in multiple ways, drawing on our expertise in marketing strategy, financial modeling, and our deep understanding of the industry’s unique dynamics.
Here are some examples of how we can help:
Understand the potential of a show concept
In a highly unpredictable industry, we conduct in-depth market and audience research to help creators, producers, and investors anticipate market size and audience interest for specific themes or concepts. This allows them to reduce risk, validate creative direction, and optimize a show’s potential for success.
Evaluate the performance of a show
When producers and investors need clarity on a show’s performance and the factors behind its current trajectory, we deploy a suite of tools to assess both creative and commercial outcomes. Using data analysis, surveys, and focus groups, we deliver actionable insights to inform the show’s optimization strategy.
Validate the potential of an intellectual property (IP) to be transferred to the stage
Roughly 8 in 10 new Broadway productions are adapted from existing material—films, novels, or biographical stories. But not all IPs are equal. We’ve developed proprietary methodologies, tools, and benchmarks to assess the equity and stage-readiness of an IP, helping determine its likelihood of success.
Understand audience members’ perceptions via surveys or focus groups
In live entertainment, audience perception can determine a show’s trajectory. Word-of-mouth remains a powerful force, which is why it’s critical for producers to understand audience feedback. We help interpret and respond to this feedback—sometimes by adjusting creative elements to improve likelihood to recommend—while maintaining respect for the creative process.
Build a financial model to ensure the commercial viability of a new or existing show
A compelling creative vision is essential—but so is a robust financial framework. We help producers develop realistic financial models that support sustainable business planning and align with creative goals, ensuring the long-term viability of new or existing productions.
Case Studies
The following is a selection of case studies related to the Broadway and theatre industries that Habo has brought to fruition:
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