Disney continues to change the way things are done on Broadway. The entertainment giant has signed a contract with Stagebill to provide the programs for "King David," making the New Amsterdam the first Broadway theatre in memory not to use Playbill. The concert version of "King David" will begin performances on May 15 and will run through May 23.
Alan Levey, general manager of Disney Theatrical Productions, said that both Stagebill and Playbill had approached Disney roughly six months ago about providing programs for the New Amsterdam.
"It basically came down to editorial content," Levey told Back Stage. "Stagebill's proposal offered more flexibility, and a greater range of editorial copy."
Levey said that Stagebill will be providing the New Amsterdam with a "dedicated book," meaning that the articles and information surrounding the central program will be specific to Disney, the New Amsterdam, and-- one would imagine--"King David." Playbill's package featured the usual assortment of articles and columns found in the programs at other Broadway theatres.
"Because this is a new theatre that is reopening after many years," said Levey, "we felt we had to use this as an opportunity to establish an identity for Disney Theatrical Productions. And higher editorial content is one way to do that."
Levey said that the Stagebill deal was not "in perpetuity," and that the publication did not yet have a permanent gig at the New Amsterdam; discussions concerning the program for "The Lion King," which will open at the 42nd Street theatre next fall, are underway.
Playbill president Arthur Birsh, and publisher Philip Birsh, were unavailable for comment.
Borders Breached
For decades, the venerable 113-year-old Playbill and the relative newcomer Stagebill kept to their carefully staked-out territories. In New York, theatre was the province of Playbill alone, while Stagebill held sway over classical music and opera, printing programs for Carnegie Hall and Lincoln Center clients such as the Metropolitan Opera and the New York Philharmonic. In 1994, however, Stagebill was taken over by the K-III Magazine Group, which also owns New York, Seventeen, and Chicago magazines. Since then, Stagebill has scored deals with theatres across the country, including the Fox Theatre in Atlanta and the Goodman in Chicago.
Stagebill made its biggest waves, however, when it won the Public Theater contract away from Playbill in 1995. This coup marked Stagebill's first toehold in New York theatre and changed the industry's terrain forever.
Whether Stagebill has designs on Livent's 42nd Street Ford Center for the Performing Arts is unclear; Livent did not return phone calls by press time, and Stagebill officials were unavailable f