Keeping the Lights On Broadway

Michael Hartman of Serino Coyne discusses the ongoing shutdown of live theater and what a greatly anticipated return may look like

By Emma Phipps

Theaters and other live performance venues are following changes in consumer behavior closely and creating new media plans that try to anticipate what people will want once they start returning to live theater. While the streaming of Broadway shows has helped keep theater in the public eye amid the pandemic, virtual shows pale in comparison to the real thing.