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So what's the elusive youth market spending its coveted dollars on
instead? Surprisingly, not just movies and computers. Turns out
traveling Broadway shows, which outsell New York shows by more than
one-third, are also attracting young people to the theater in record
numbers. A demographic study released earlier this week by the League
of American Theaters and Producers, the national trade association for
Broadway, found that the number of theatergoers under the age of 18
more than quadrupled between 1991 and 1998, from 163,000 to 714,000.
Does this mean theatergoers might soon witness some of the same
lucrative youth-marketing tie-ins that benefit the movie and music
industries? No one's suggesting it yet, but don't be surprised if the
next time you go to see "Rent," the entire cast is clad in 501 Blues.
© 2006 The Associated Press. All rights reserved. The information contained in the AP News report may not be published, broadcast, rewritten or redistributed without the prior written authority of The Associated Press.
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