The New York Times, in a move to encourage more advertising from smaller theatres, has announced a "Small Theatre Rate" that will give Off-Broadway houses discounts on print ads.
The rate applies to theatres in New York City with seating for 199 or less. The per column-inch rate is $230 for weekdays, $350 for Sundays.
According to Mark Rossier, of the Alliance of Resident Theatres/New York, that's a savings of 46 and 30 percent, respectively.
"I've spoken with a lot of theatres, and everyone's really positive about it. People are always excited about getting a discount," Rossier said. "What's there not to like?