When Gene Franklin Smith came on board as the new Artistic Director of the revamped Malibu Playhouse last year, he promised some big changes. And he delivered; renovated theatre, new artistic direction, creative production choices, casting from LA’s theatrical A-list. So why can’t the Malibu Playhouse get the community support one would afford a major arts organization in a city defined by its artistic population?
“It’s a mystery to me,” Smith said. “When I first came on, there was some money in the bank and we were able to pull in some donations. But now, we are operating purely on ticket sales. And no theatre company can cut it on ticket sales.”
The Playhouse’s first production of the season, “The Dream of the Burning Boy,” opened to rave reviews and great ticket sales. The second offering, “Belfry,” again saw performances that raised the theatrical bar and a new era for the theatre’s production design. The current presentation, “The Vortex,” is a rarely produced gem that tosses the standard expectation of classic Noel Coward on its head.
Smith said they’ve seen Malibu locals turn out in droves, so the word-of-mouth is gratifyingly positive. But the paucity of a healthy subscription base, donors or any corporate sponsorship is preventing the Playhouse from becoming a regional powerhouse like South Coast Repertory or La Jolla Playhouse.
Playhouse board member Andi Howard is equally puzzled and wonders if audience expectations are the problem.
“We wanted to take on productions that really challenged and excited our audiences,” Howard said. “But there are always some people who want ‘safe’ entertainment. They want Neil Simon. It’s tricky to satisfy everyone.”
Howard is particularly surprised at the silence of a community of artists who live locally. Whereas there are some celebrities and industry insiders who regularly attend, Howard says she hopes for some “names” to step up and show some love on a grander scale.
“We have a greater concentration of actors, directors and writers here than maybe anywhere else in the region,” she said. “And we are a professional theatre with professional staff. We can accommodate a very limited run by a big name who wants to try something a little different. Maybe people need to look at us not as a ‘community theatre,’ but rather as a theatre in the community of Malibu.”
Smith has wondered at the lack of attention from critics outside the community. He said the LA Drama Critics Circle has yet to investigate the Malibu Playhouse and that some attention from its board would give a substantial boost to Playhouse recognition.
Bob Verini is the vice president and secretary for the LADCC, and regularly reviews for Variety and Arts in LA. LADCC rules stipulate that at least six of its 18 board members (all of whom review LA-area productions regularly) must see and recommend a show before it can receive any awards nominations—the surest way to gain a reputation for theatrical excellence in Los Angeles.
When asked why their board has not covered any of the new Playhouse’s work, Verini paused.
“Have I ever been invited?” he asked. “We get press releases, but they’re sort of passive. Whenever a theatre complains that they’re not getting enough attention, it’s a marketing problem.”
Smith has also tried corporate partnerships, encouraging local restaurants and hotels to a “theatre night” alliance with the Playhouse. According to Smith, the silence was deafening.
“Maybe the restaurants don’t want to lose evening crowds to a theatre,” he said.
The Malibu Cultural Arts Commission was launched last year with the stated purpose of formulating recommendations to the City Council on all things arts related, from General Fund grant applications, to outreach to local artists and arts organizations. That doesn’t necessarily translate into support for the Playhouse.
Graeme Clifford is a local director who sat on the board of the Malibu Playhouse in the past and is currently on the board of the Cultural Arts Commission. He said their capacity to help is limited.
“We can’t get involved with the Playhouse’s business,” Clifford said. “But we can help them with outreach. They need to come to us with a proposal.”
Clifford said he, too, is bewildered at the local arts community’s diffidence at supporting a theatre of the Playhouse’s caliber.
“I think that some people are here just to chill—including artists-and are completely unaware of the theatre’s existence,” he said. “Basically, I think we’re lazy.”