While traditional Chinese operas are attracting a larger foreign audience with their colorful makeup and stunning actions, Broadway shows are starting a drive in China with light and humorous plots, beautiful songs and grand choreography.

In the latest move, members of the Nederlander family, one of the big three Broadway theater owners, launched a special circuit, the Nederlander New Century Broadway China Network, in late March that is expected to bring original Broadway musicals to the Chinese audience.

The first show the network is planning to introduce is the Tony Award-winning 42nd Street, a classic Broadway musical. Its premiere is due in Beijing in September.

The theater network in China has been planned for a long time. In March 2006, the Nederlander Worldwide Entertainment Co. and Beijing Time New Century Entertainment established a joint venture--the Beijing Oriental Broadway International Theatre Management Co. Ltd. This is the first company of its kind to be set up under rules the Chinese Ministry of Culture issued in September 2005, which permit foreign investment in the entertainment industry on the mainland.

In the last year, another Broadway musical, West Side Story, was presented by the Nederlander Co. to test the waters in the Chinese market.

Robert Nederlander Jr., President of the Nederlander Co., said the Broadway China Network will not only bring typical Broadway shows to China, but also the U.S. theater management and operating model and musical production and marketing experience.

According to Nederlander, the cost to introduce a Broadway show to China is still very high, even if there will be no agent fees. Besides, the Broadway China Network also plans to produce several different shows in a handful of theaters.

Nederlander said the company would try its best to reduce the cost by using local resources and inviting Chinese players to take some supporting roles. "While ensuring quality, the sets and costumes can be made in local places according to Broadway design," he explained.

A broad strategy

These localization measures are expected to result in relatively low ticket prices. Nederlander predicted that the average price of a ticket to a musical produced by the Broadway China Network would range from $30 to $40, and students will enjoy preferential prices.

Apart from presenting Broadway shows, the Broadway China Network will also sponsor various activities and promote musicals in China.

According to Robert Nederlander Sr., Chairman and CEO of the Nederlander Co., the Nederlander New Century is the first company to take a long-term strategy oriented to the market all over China and will focus on many areas such as theater management, program arrangement, ticketing, marketing and audience development, based on which the company will provide high-quality Broadway musicals in the country. To reach this target, he said, the new company has set up the brand of the Broadway China Network.

Donald B. Frantz, CEO of Nederlander New Century, said the company's goals are to develop into an excellent theater management company; present classic plays in theaters having a cooperative relationship with the Broadway China Network each year; invest in theater construction and renovation; provide theater managers experienced in theater management, long-term financial planning and information management; and develop new and creative marketing strategies and audience service plans.