British theater company thrives with an unusual business model

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THE OBSERVER
By Tom Teodorczuk

UNITED KINGDOM---Playful’s ability to commission and develop new plays is subsidized by an unusual business model: the producers take on the workmanlike roles of general manager on unrelated productions in the West End. The principals deal with contracts, arrange auditions and troubleshoot on shows without producing them, specializing in overseeing London musical imports from the U.S. such as Wicked, Shrek and Kinky Boots. It’s akin to running an international restaurant chain while spreading the risk and covering overheads by providing cutlery and menus to rival eateries. [link]

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