Scheduled CapacityHow signals influence venue programmers’ selection decisions

Dr. Pawan V. Bhansing

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Competition

Theatre and dance companies, cabaret and music all compete for the same stage.

Venue programmers select productions

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Venue programmers

Scheduled capacity: the number of seats that

are available throughout the run of the production

Pre-production phase uncertainty about the

quality of the production uncertainty about

audience attendance

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The selection process

Signals The new production

completely new work conventional: new versions of earlier work

The organization legitimacy: important player, visible – number of reviews reputation: evaluations – in reviews audience attendance

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ResultsNo significant effects on scheduled capacity Previous audience attendance Reputation

Significant effects on scheduled capacity Conventional productions of companies with high

legitimacy receive the most scheduled capacity Companies with low legitimacy have more

scheduled capacity when they produce new works

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Results

Low Legitimacy

High Legitimacy

Sche

dule

d ca

paci

ty

Conventional New

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Art and Commerce - the objective

Audience size High legitimacy conventional Low legitimacy new

Artistic innovation New focus on smaller venues

High legitimacy higher scheduled capacity. Growth strategy without compromising artistic content.

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DiscussionReducing uncertainty is important for intermediaries, such as venue programmers. Is this uncertainty an important issue in the development of new products?