Discounts, Special Programs Beckon Cash-Strapped Audience
By Chung Ah-young
Staff Reporter
With most people tightening their belts during the economic recession, the theater industry is feeling the pinch.
As wary consumers cut their spending, theater ticket sales have slackened and corporate donations have slowed. Endowments have plummeted with the stock market, and corporations that made significant contributions in the past may do not seem able to continue.
This season is the most challenging because theaters announced their line-ups before they actually felt the major brunt of the downturn. Some troupes are postponing works that have already been announced.
``I think some organizations are canceling productions for this year,'' an official of a theater company said.
``Many producers might re-consider their plans for the following seasons, and I think many performing arts organizations are thinning out what they're going to be doing for the next few years,'' she said.
Some groups have taken the most drastic measures by closing down their shows earlier than scheduled due to decreasing ticket sales.
The Bada Theater has just closed ``Happy Tears'' on Jan. 18, earlier than the scheduled March 8.
Theater Cestus has drawn the curtain on its 200-seat house and moved to a smaller theater with cheaper rent and will perform there from next month.
``The peak time for theater here is usually December but last month was one of the worst times in terms of ticket sales and the number of visitors. January and February are traditionally slack times and it is likely to get worse because of the economic recession,'' the company said.
However, to cope with the setbacks, the theater groups are launching survival strategies to win the hearts of the audience with more discounts and special sales promotions.
Discounted Ticket Prices
There have long been various programs aimed at making mainstream theater accessible to wider audiences at lower prices.
The musical ``The Last Five Years,'' which is now on stage at Chungmu Art Hall, has student outreach programs or discount offers for younger theatergoers.
The musical, written by Jason Robert Brown, premiered in Chicago in 2001 and was then produced off-Broadway in March 2002.
The Korean version stars Yang Jun-mo, Lee Kun-myung, Kim A-sun and Bae Hae-sun.
The musical provides 42,000 won, a 30 percent discounted ticket price for R-seats (front row) and 25,000 won and 20,000 won each, a 50 percent discount in the S and A seats for middle and high school and university students.
The musical ``Rent,'' which is now being performed at the KEPCO Art Center, offers 30 percent discounts during Feb. 10 to March 8. The Korean production of the popular musical is in its sixth run, dealing with the passion and love of poor youngsters in New York City who want to become artists. It stars Cho Min-ah from the female pop group Jewelry in the a role of Mimi.
The musical ``Music in My Heart,'' a romantic love story between a deaf writer and an actor-turned director, is attracting audiences with the affordable price of 19,000 won for all seats until Feb. 1.
``All The Brothers Were Valiant,'' which is now on stage at the Doosan Art Center, offers 30 to 50 percent discounts for an additional ticket. The musical portrays the story of a family in mourning.
The play, ``A Dwarf Who Loved Snow White'' has lowered ticket prices from 33,000 won to 23,000 won, the price of eight years ago.
Meanwhile, the musical ``Go! Waikiki Brothers,'' which will be staged in the National Theater of Korea next month, offers 40 to 45 percent discounts if buyers make reservations before Feb. 7. The musical tells the story of a three-man band in which members find a way to cherish the dream of their teenage years with energy, joy and despair, in two settings in which dreams and reality occur.
Daehangno Festivals
The Daehangno Festival, which kicked off last November, is in its third season and provides quality dramas and musicals free of charge for students.
With the title ``Culture Subway'' the festival was designed for the underprivileged, high school students and workers at small- and medium-sized companies.
The recent program consists of 33 plays including ``Shear Madness'' and ``Liar,'' and musicals including ``Music in My Heart,'' ``Nunsense'' and ``Shout.''
Previously, the festival operated first and second programs in which the high school graduates-to-be and students taking the CSAT were allowed to see the performances free of charges with one additional person.
The first program from Nov. 20 to Dec. 19 and the second program from Dec. 20 to Jan. 19 attracted about 37,000.
``About 100 students' and workers' groups have participated in the first and second programs. The programs are expected to contribute to widening the fan base for the cultural arts,'' an official of the Culture, Sports and Tourism Ministry, said.
Those who want to participate in the third program from Jan. 20 to Feb. 19 are required to apply through www.intoculture.or.kr.
Also, the 2009 Seoul First Play Festival, which began Jan. 28, is expected to boost the sagging industry in the district.
The festival organizing committee consists of veteran thespians such as Oh Kyung-sook, Park Jang-ryul, Lim Hye-gyeong, Cathy Rapin and Kim Jun-sam.
The festival, which will continue through April 5, will present the five plays ― ``Stop Kiss'' (Jan. 28-Feb. 8), ``Moonlight Trunk'' (Feb. 12-22), ``Les Muses Orphelines'' (Feb. 25-March 8), ``The Sun is Only'' (March 12-22) and ``Elizabeth Rex'' (March 26-April 5) ― which will be performed for local audiences for the first time.
``It is a rare opportunity for the local audience to see the premieres of the quality dramas. Lower ticket prices, along with various cultural programs, to communicate with directors and other thespians after the performances, will satisfy visitors,'' an official of Munhwa Icon, the production company, said.
The plays will be performed at Woosuk Repertory Theater in Daehangno. Tickets cost 15,000 won. For more information, call (02) 762-0810.