American Theatre Wing - Newsletter

ATW is a non-profit - we need your support - DONATE NOW

October 2009

Luring People From The Wings Into The Spotlight

Amanda Rogers and Stephen Mann While the American Theatre Wing has decades of showcasing the work of authors, writers, directors and designers under its arm, the many sub-specialties within theatre haven't always been explored in depth. That's where ATW's new video series In The Wings comes in. In The Wings will focus on those aspects of theatre that are typically out of the spotlight -- fight directors, projection designers, hair and make-up designers, animal trainers, and more -- as part of a bi-weekly series that will join ATW's extensive media offerings on its own website and on iTunes. The first programs, including two produced as pilots last year, are now on-line.

After receiving numerous responses when a call went out for independent video producers to helm the series, ATW staffers Howard Sherman and Robb Perry and producing consultant Gail Yancosek settled on New York-based RPP Productions, led by Amanda Rogers and Stephen Mann, who had already done impressive work for the Alvin Ailey Company, Carnegie Hall and Big Brothers, Big Sisters.

"We were looking for a nimble team that could create short profiles on a limited budget." said Sherman. "RPP had worked in the arts arena, which was a plus, but they weren't deeply enmeshed in theatre itself, so we believed that their curiosity about the subjects we selected would translate to a point of view which would mirror that of the viewers. And we had already seen from their projects that their visual and production skills were first-rate."

"The reaction from the theatre community was excitement and extreme interest that the American Theatre Wing was producing a series like this," said Rogers, amidst post-production on the first half-dozen programs under her aegis. "I think people were enthusiastic that artists and artisans who were not generally recognized were getting the attention they deserved. Everyone who helped us through the process, not just the subjects, but the producers, directors, actors and all of the other artists in each production, were very helpful in allowing us to do our work because they really admired the people we were showcasing."

Asked about the biggest surprise in her production work on In The Wings, Rogers responded, "Just seeing how much work goes into each part of the process of theatre -- and the fact that many of these people work on several productions at one time. It is clear that everyone we interviewed had an enormous amount of dedication."

"We had our own sense of collaboration with the artists," continued Rogers, "as we worked with them and captured on tape the work that they do. We had the opportunity to discover each person's particular story."

Rogers contrasted the style of In The Wings with other work done by RPP. "Since they are meant to be compelling visual portraits of artists in their own voices, I felt it was very necessary to make sure I understood what each subject wanted to portray about their vocation. We first discussed the video before shooting anything, and they helped us to come up with the best story and the most effective way to highlight their work. I think what results are pieces that most accurately represent their work, passion and the vision behind their work."

She concluded by saying, "I've learned so much about theatre that I would have never learned without producing this project. Just by getting the chance to go behind the scenes, you learn the breadth and depth of the theatre process that is not obvious to people sitting in the seats."

ATW is seeking underwriting to sustain In The Wings, with sponsorship available for individual episodes or a block of programs. Contact ATW Development Director Barbara Toy at 212-765-0606, x302 if you're able to support this new initiative -- and want to see your name in the credits of these new programs.

The Wing's Web Wrangler

If you've ever visited the American Theatre Wing's website -- frankly, even just by reading this e-mailed newsletter -- you've encountered the work of ATW's Director of Web Development Robb Perry.

Perry came to ATW in the fall of 2002, when the organization was looking for someone with database experience. And while he became a liaison with the technicians who were developing the first website for ATW, he wasn't part of the conceptualization or execution of it.

"When I got here, there was an outline of what the ATW website would be," he recalls. "The idea was that it was going to be a hub for things theatre -- mostly links to other theatre and educational sites. While at the very beginning we did have media -- episodes of Working in the Theatre and the Guides to Careers in the Theatre, I didn't really take charge of it until the original contractors were done and it was up and running."

"As time went on, we made some incremental improvements, but it wasn't until we did our full redesign in 2006 the new, heavy duty-programming got done. That was the big push."

Perry was the driving force for the project at that point, balancing his own knowledge of where web design and use were headed with the creative impulses of a team brought to the table by ATW board member Alan Siegel -- and the overall staff of the Wing.

"Over time," continued Perry, "The site has become a media repository, based both on our own work and our work with partners like the Stage Directors and Choreographers Society and The Broadway League."

"It's a testament to Robb's commitment that the site has grown so substantially," said Howard Sherman, ATW's executive director. "He has really pushed all of us to think about how to use the web to the Wing's benefit, and he's the reason that, in September alone, there were 50,000 downloads of Downstage Center and another 50,000 downloads of Working in the Theatre. And his work is not only conceptual -- he's the guy that makes it all work."

Perry relates a story that he finds meaningful in explaining why a site about theatre, which at its core is live and in person, has meaning. "When I went to a seminar at Columbia Business School about media outreach, one of the speakers talked about his own surprise at how popular fly fishing sites are. The speaker thought this made no sense, but when he spoke to users of the site, they said, 'Fly fishing is my favorite thing, and if I can't be doing it, I want to hear and see other people doing it.'

"That's applicable to our site for people interested in theatre. It gives people a chance to see and hear people talking about theatre."

Perry worked in IT on the west coast for companies including Wells Fargo and Charles Schwab, following an undergraduate degree in Theatre Design and Production, specializing in Costume Design and Construction at the North Carolina School of the Arts. "In my previous jobs, I was used to working on major sites with millions of transactions a day. Yet I'm still excited when I look at our statistics and see that at any given moment, there are 10 or 15 people watching our media. All of the numbers and statistics are one thing, but when I see people accessing our work in real time, it's gratifying to see the reach that we have. The same holds true when something comes in unsolicited on e-mail, or when we see comments on blogs. I really wish more people would write in with their thoughts and comments, so we could get even more feedback about how we can further improve the site."

Asked about his hopes and plans for further growth of the site, Perry explains, "While people close to the Wing know about our programs and can find what they're looking for, I think there are new people who come to the site looking for targeted information on particular disciplines -- writing, directing, acting. So it's our goal to try to organize our media assets not simply by program name, but by discipline, to make the media even more usable."

Before returning to his dual computer screens, Perry stops to make one last point, "While I'm responsible for the site, it's only a vehicle for the content produced by other people here at The Wing." Yes, but it's a vehicle being driven by users from all over the world, thanks to Perry.

What They Said

Douglas Aibel, Artistic Director of the Vineyard Theatre on ATW's Downstage Center, August 2009

"I think we're living in a great era, actually, of a wealth of young writers who are risk takers who are not just writing plays that sound like screenplays or television dramas but are really interested in language and interested in experimental theatre form. So I think it is a very vibrant time. I am very encouraged by that."

We Need Your Support

The American Theatre Wing is a not-for-profit organization and we need your help to insure our many programs remain accessible to the widest possible audience. We hope that you're able to support our work with a tax-deductible contribution.