探析百老汇的文化产业运营机制

An analysis of how Broadway works

纽约百老汇戏剧区被称为美国戏剧的心脏,这里坐落着密集的剧场群,上演着数不清的剧目。尽管经历了两次世界大战,并处在好莱坞影视、多媒体以及互联网等多重强烈的冲击之下,百老汇依旧顽强地生存着,并以其高质量的音乐剧惊艳天下,每年吸引着大量的游客来此观赏娱乐①。百老汇通过多年的发展逐渐形成了非常成熟的音乐剧产业链,而相比之下,中国的音乐剧产业发展尚显稚嫩②。对百老汇成功背后的文化产业运营机制进行探讨,或可对中国音乐剧等演艺产业提供有效的借鉴。

As one of the pillars of the America’s cultural industry,Broadway theatres have instituted a systematic operational mechanism for more than a century.This article analyzes six aspects of Broadway:industrial agglomeration,market analysis,production,market penetration,ticketing systems and marketing strategy,so as to explore Broadway’s success and provide some pointers to China’s performing arts industry.