A Broadway como um negócio : uma breve análise da indústria teatral nova-iorquina.

Abstract

The present work seeks to analyze Broadway as an industry, tracing the constitutive elements that make it as such. The investigation is based on a brief historical survey on the emergence of Broadway and musical theater in the United States of America to the present day. In this way, the study seeks to understand three main aspects: (i) how the relationship between Broadway and musical theater emerged, and how it is currently configured (ii) how marketing has fostered and promoted the consolidation of Broadway as a well-established and successful theatrical industry, and (iii) how contemporary advances in technologies have impacted Broadway. The methodology used in this work adopts a qualitative and quantitative bias. Methods of generating hypotheses by induction based on bibliographic research and analysis of statistical data are used, which serve to support the concepts and theories presented here. Broadway has come a long way to become the profitable industry it is today, and musical theater, as well as marketing and technology, have been instrumental in that. Therefore, this investigation seeks to briefly map this trajectory.