Broadway fares well. Congrats, Wicked, Chicago, and The Lion King. When people think "Broadway," they think of you. At the top of the list, though: "shows," "plays," "musicals," in that order. Most everything else was either, well, accurate (Broadway does involve "lights" and "theater") or positive.
Off-Broadway, though...got it a bit rougher. Well, a lot rougher.
For the 91% who could actually come up with a word, at the top of the list? "Plays," "cheap," and "not as fun." Ah. Now, again, granted, this is Pew Polling here. But this part stings a little:
And not only were there negative associations in this top group, as opposed to Broadway's survey which had only positive, but these negatives continued on with the rest of the sample. Words like "sad" and "meh" and "wannabes" were amongst the single responses we recorded. In total, over 30% of the people surveyed had a negative first thought about Off-Broadway.Emphasis, for cruelty's sake, added.
Ken concludes that Off-Broadway has a brand problem. I simply say, maybe we should sell more shoes.