Actors'
Gang goes to the edge
Colleges beckon as
theater's home is threatened
Weekly Variety, Sept. 27-Oct. 3, 2004
By Rob Kendt
It's the antiwar show that won't die. The Actors' Gang production of "Embedded" garnered savage reviews in its run at the Public Theatre earlier this year, but audience demand kept it running for 14 weeks.
Now
"Embedded" has embarked on a profitable afterlife. A London run of
the Public's production opened in September to milder reviews, while a six-city
U.S. tour with a new Gang-affiliated company recently kicked at Santa Fe Stages.
The
Gang hits the road just as its Hollywood home base is threatened. A "for
sale" sign recently went up on the Los Angeles theater where "Embedded"
began as the pet project of Gang artistic director Tim Robbins. The Gang's
lease is good through June, but managing director Greg Reiner says the landlord's
asking price, $3.3 million, exceeds the building's appraised value of $2.1
million.
The
new surge in Gang activity is partly the result of an upswing in Robbin's film
career--not many theater directors can plug their play in an Oscar acceptance
speech, as Robbins did in MarchÑand partly due to Reiner's aggressive wooing of
national presenters.
In
a small-theater version of brand marketing, Actors' Gang has become synonymous
with work that's "innovative, scrappy and relevant," as the Gang's
tour booking agent David Lieberman put it. "And that's what's selling,"
he said, more than Robbins' name.
Presenter
interest in the Gang, in fact, began with its 2002 L.A. production of the death
penalty-themed "Exonerated." That show won't go out on tour until
next spring because the rights were tied up during a long Off Broadway run.
In
the meantime, the Gang's 2002 production of Anne Nelson's 9/11-inspired
two-hander "The Guys" has caught on as an inexpensive touring
attraction that's penciling dates as far ahead as fall 2005.
The
Gang's issue-driven shows, according to L.A.-based performing arts booker
Lieberman, play especially well at colleges, and for reasons beyond
entertainment value.
"It's
essentially an educational as much as an entertainment mission," Lieberman
says. Classroom discussion forums are de rigeur on the road, and the October
tour stop of "Embedded"--which addresses, among other things, press coverage
of the Iraq war--will include include sessions with the U. of Maryland's school
of journalism. Law schools, Lieberman says, have expressed interest in "Exonerated."
For
now the Gang has this niche market mostly to itself. Indeed, the troupe is the
only theater group on Lieberman's roster, which includes Merce Cunningham Dance
Company and the Joe Goode Performing Company.
"There's
great thirst among university presenters for good touring theater," says
Lieberman, whose success with the Gang has him trolling for new legit clients.
Apart
from raising the troupe's profile, road work represents a significant raise in
salary for Gang members. The Hollywood theater where the Gang has resided since
1994 operates under L.A.'s Equity 99-Seat Plan, which pays $7-$15 per
performance, while the tours run on an Equity contract, which pays close to
$1,000 a week plus expenses.
More
than half of the Gang's $526,000 annual budget comes from earned income and individual
contributions. Reiner says the company will launch an ambitious capital
campaign this fall to raise money for a new space.
Meanwhile
"Embedded," "Exonerated," and "The Guys" are
proving that Gang theater has auds beyond the blue states.