Written by TMS Director of Creative Development & Mentor, Eric Webb

I’m sure you have zero idea why this would come to mind, but today I want to talk about liars.

And I swear, we’re talking about theater…

Some characters lie to get what they want. Sometimes it’s a white lie, sometimes it’s a BIG ...

Written by Producer & TMS Mentor, Jonathan Hogue

You have a script. And it’s good.

You’ve had multiple table reads. You’ve gotten strong feedback from friends and family. You might even be sensing a little industry buzz.

And now... it’s time for your first industry reading.

This is a major miles...

Written by TMS CEO, Monica Hammond

Most playwrights and theater creators believe this lie:

“I’ll start marketing once the show is in production.”

But here’s the truth that changes everything:

Shows don’t build audiences.
Audiences build shows.

This is the heart of what we teach inside the Audien...

Written by TMS Director of Creative Development & Mentor, Eric Webb

I hope you all survived the holidays. I know folks often have a love / hate relationship with that time of year… I for one love it. It’s the time to suffer through awkward dinners with your weird Uncle Steve, share a cozy moment wi...

Written by Producer & TMS Mentor, Jonathan Hogue

I came across a fascinating pitch deck the other day.

It was created over a decade ago for a science-fiction miniseries called Montauk. 

(You can check it out here.)

The deck is filled with imagery from classic 1980s sci-fi and horror films, inten...

Written by TMS CEO, Monica Hammond

In an age of ads, algorithms, and endless content, theater makers often feel pressure to “market harder.” More posts. More emails. Bigger budgets.

But here’s the truth seasoned producers know—and emerging theater makers need to hear:

The best marketing for your ...

First let me say one thing…my goal for 2026 is to serve our community of TheaterMakers with more and better programming to help you get your shows to the next stage. 

To help me with this pursuit, please take 2 minutes to complete this short survey about what you’d like to see more of in 2026. 

Wi...

If you’re the kind of Writer who is paying attention to Broadway openings and closings, then you know that the production of Rob Lake Magic With Special Guests The Muppets recently posted closing before it even opened, eventually finishing up with a run of 20 previews and only four regular performan...

It’s the question every prospective investor asks when they’re approached about a new musical:

How do you know this one is going to “work”?

Let me let you in on a little secret:

I don’t.

I mean it. I have no idea whether the show I’m pitching will “work.” In the same way I can’t predict what may...

One of the most important questions any prospective investor asks before backing a theatrical production is:

“How likely am I to make a profit?”

It doesn’t take a theatre expert to recognize that investing in theatre is inherently risky. Folks in the industry will usually tell you that about 1 in ...

First off, thank you for actually opening this email. I know many folks will see mention of sportsball in the header (not even sportsball… FAKE, pretend, Dungeons & Dragons-type sportsball!) and walked right on past thinking this had nothing to do with them. So thank you for your… curiosity? Patienc...

You’ve written a play you believe in. The story moves you, the characters feel alive, and the themes hit close to home. But now comes the hardest part: getting others—especially producers and audiences—to feel the same spark you do.

Marketing your play isn’t just about selling tickets or getting a ...