Chief executive of the Marriner Group, Jason Marriner, which operates a host of Melbourne theatres including the Princess Theatre, Regent Theatre and Comedy Theatre, said Melbourne sometimes missed out on premieres because producers knew Melbourne audiences would attend a show regardless of whether it was a premiere.
“In Sydney there’s an opportunity to work with Destination NSW and to take the money offered to support a premiere of an event, but it doesn’t remove the opportunity then to come to Melbourne and still play to large audiences which might not necessarily be the case the other way around,” he said. “We do have a loyal and enthusiastic audience for events in general and sometimes, in a theatre sense, it can be disadvantageous.”
Marriner said Melbourne’s enthusiasm for theatre meant producers were incentivised to take shows to Sydney first leaving Melbourne as the second-run city.
“It’s a conundrum isn’t it?” he said. “A producer coming internationally can take Destination NSW money but still know that Melbourne will be a terrific market.”
However, Moulin Rouge producer Carmen Pavlovic said while this was historically the thinking, times had changed.
“The reality is that the city that hosts the premiere I think typically gets the additional benefit and that is why governments pursue them so vigorously,” she said. “Otherwise why would you?”
Pavlovic said Australia was unique in the way the states were “incredibly entrepreneurial” in competing to attract shows.
“They really understand that connection between a blockbuster show, tourism and the economic impact as well as the cultural and social impact,” she said. “I think both states are really smart actually in the way they recognised and support premieres for those reasons.”
Evelyn Richardson, chief executive of Live Performance Australia said regardless of where big shows premiered they generally needed to move between cities to be commercially successful.
“The bigger theatre pieces, commercial pieces, they have to operate across the eastern seaboard,” she said.
Live Performance Australia’s most recent attendance figures from 2019 show theatre attendances in Victoria at 654,501 compared to 464,026 in NSW.
Musical theatre attendance was slightly higher in NSW with 1.17 million attendees compared to 1.14 million in Victoria.
“Melbourne historically has always been a very strong market for theatre and musical theatre and there’s a very well established theatre going audience down here,” Richardson said.
Hairspray producer John Frost said a major issue was getting a slot in a theatre as to where shows could be staged.
“The decision to open in Melbourne or Sydney is based primarily on theatre availability and made more difficult due to COVID,” he said.
Performer Rhonda Burchmore who plays Velma Von Tussle in Hairspray said the musical had been “blessed” to secure its opening night at a theatre like the Regent.
“You don’t want to say they are more cultured down here, but we have a wonderful vibe with so many theatres in close proximity,” she said. “We have spectacular opening nights here”.
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