EXPLORING THE DETERMINANTS OF BROADWAY SHOW SUCCESS

This study investigates the determinants of success of an experiential good: Broadway shows. The authors focus on the sources and types of i nformation used in the selection of an artistic event and discuss the impact of critics' reviews on the length of a show's run and attendanc e. In addition, the authors empirically determine the influence of oth er variables, such as previews, newspaper advertising, ticket prices, show type, talent characteristics, and timing of opening. The results indicate that New York newspaper theater critics have a significant im pact on the success of Broadway shows. It is also found that the newsp aper critics have a differential impact, with the critic from the New York Times yielding nearly twice as much influence as critics from the Daily News or the New York Post. Theater critics, it appears, are not only predictors but influencers as well. Among the various show types , musicals appear to fare better than other categories of shows. Previ ews have a significant impact on the attendance, but not on the longev ity, of Broadway shows. Advertising also has a significant impact on b oth longevity and attendance. However, the characteristics of the key talent do not have a consistently significant influence on show succes s. In addition, ticket prices do not have a significant relationship w ith either longevity or attendance. The results indicate that there is an overwhelming impact of information sources, particularly the influ ence of critics' reviews, on the success of Broadway shows. The author s discuss the implications of these results for the theater industry.