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.