- Associated Press - Monday, January 28, 2013

NEW YORK (AP) - A conference on how to make the Broadway experience better for theatergoers has come up with some prescriptions: Be brave in the stories that are told onstage and embrace youth and technology.

Broadway, I don’t think, has boldly gone where it needs to,” said “Star Trek” actor George Takei, riffing off his old show’s motto. “I have a sense that Broadway hasn’t entered into the 21st century.”

The second TEDxBroadway conference on Monday brought together 16 speakers _ producers, marketers, entrepreneurs, academics and artists _ to try to answer the question: “What is the best Broadway can be?”

“We use the word `best’ because the goal of today is to go right past better all the way to the extent of what is possible, even if it seems a little bit outlandish,” said co-organizer Jim McCarthy, the CEO of Goldstar, a ticket retailer.

TEDx events are independently organized but inspired by the nonprofit group TED _ standing for Technology, Entertainment, Design _ that started in 1984 as a conference dedicated to “ideas worth spreading.” Video of the Broadway event will be made available to the public.

While the health of Broadway is good, with shows yielding a record $1.14 billion in grosses last season, some speakers noted that total attendance _ 12.3 million last season _ hasn’t kept pace, meaning Broadway isn’t always attracting new customers.

Three speakers _ one the sister of Facebook’s founder Mark Zuckerberg _ argued that new technology means the stage experience doesn’t need to be confined to the four walls of the theater and so can grow new audiences.

David Sabel, who has helped drive the National Theatre of Great Britain into the digital age, pointed out that broadcasts of his stage shows on movie screens across the world haven’t dampened demand at the box office and have actually have themselves become profitable.

“I think in our business, digital is uniquely not a threat but an opportunity,” he said. “What if we could open it up and invite a much greater audience in to speak with us?”

Randi Zuckerberg said the Broadway community could increase visibility by having auditions for minor parts via YouTube, have live tweeters backstage, offer crowd funding to knit people to productions, give walk-on parts for influential figures or even make the Playbills electronic.

“Why should Broadway be limited by physical space? By ticket prices? By the same shows, over and over?” she asked. “Instead of having just a small sliver of the world come to Broadway, why not bring a small piece of Broadway to the entire world?”

And Internet guru Josh Harris said producers need to open the entire process to the outside world, including video cameras backstage to capture actors getting ready and even having the orchestra pit filled with people interacting with the audience via their electronic devices.

The annual gathering centered on Broadway is the brainchild of three men: McCarthy; Ken Davenport, a writer and producer; and Damian Bazadona, the founder of Situation Interactive. It drew 400 people to the off-Broadway complex New World Stages and into the theater where “Avenue Q” usually plays.

Takei in the past few years has grown 3.3 million Facebook friends and leveraged them into audience members to “Allegiance,” his new musical about Japanese-Americans during World War II,

“If I can do it, Broadway certainly can,” the 65-year-old said. “Broadway is at its best when it embraces all of the technological advancements of the time and starts making a lot of friends on social media. Then, as we say on `Star Trek,’ Broadway will live long and prosper.”

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