The Bristol Old Vic's new leader sparks a debate: can star power save struggling theaters?
The incoming executive director, Rebecca Dawson, believes that casting celebrities in stage productions is a necessary strategy for theaters facing financial hardships. As the oldest theater in the English-speaking world prepares for its 260th anniversary, Dawson acknowledges the industry's struggle to recover from the pandemic, austerity, and the rising cost of living. She argues that theaters must compete with streaming services for audiences' time and money.
But here's where it gets controversial: Dawson claims that celebrity castings can be a lifeline, attracting audiences and diversifying revenue streams. She highlights the success of big-name actors in West End productions and Bristol Old Vic's own experience with casting stars like Mel Giedroyc and Jayde Adams. However, she stresses that the actors must be the right fit and that the casting process should be thorough.
"It's part of a mixed economy," Dawson explains, citing pantomime productions that rely on star power to draw in crowds. She believes that celebrity castings can serve as a gateway, introducing audiences to theater and potentially leading them to explore other shows. When asked about streaming services, Dawson acknowledges the competition but encourages theaters to focus on creating engaging content for their communities.
And this is the part most people miss: Dawson argues that theaters should not solely rely on star power but on good productions and talent. She emphasizes that the quality of the performance is crucial, ensuring that celebrity status doesn't overshadow the artistic merit. Additionally, she highlights the advantage of big stars seeking credibility in theater, which helps attract audiences away from digital competitors.
The theater industry faces a long road to recovery, battling the aftermath of Covid, Brexit, and austerity. Dawson advocates for increased public funding for the arts, stating that government grants have been stagnant since 2012, resulting in a significant real-terms cut. She believes the arts are a vital part of society, offering immense value when properly supported.
Theaters, according to Dawson, have a responsibility to reflect their values through their productions. She emphasizes the power of universal stories with relevant themes that make audiences think and question. Despite the challenges, Dawson remains optimistic about the theater's resilience and its ability to generate innovative ideas.
So, do you agree that celebrity castings are a necessary evil for theaters in hard times? Or should theaters focus solely on artistic merit and community engagement? Share your thoughts in the comments below!
