CREATING, MANAGING AND PRESENTING THE
ARTS
MGMT 253/THAR 280
An Interdisciplinary Course
Sponsored by
The School of Arts and Sciences and The
Wharton School
University of Pennsylvania
Course
Description:
A
study of the creation and presentation of art (e.g., theater, film, music,
painting, etc.), the context of public culture and the management of for-profit
and not-for-profit cultural organizations.
The course will consider management structures, distribution of the
cultural product, strategies for acquiring and spending capital and
decision-making, with emphasis on the differences between the public and
private sectors. A combination of lectures by instructors and practitioners,
case studies and consulting projects with regional institutions will illustrate
the relationship between art and business.
Who Should Take
This Course:
1) Undergraduates
who are considering a career in private or not-for-profit organizations that
present the results of creativity to the public.
2) Undergraduates
who wish to study the relationship between the arts and business.
Instructors:
1) Dr.
Larry Robbins, Adj. Prof., Mgmt. Email: robbinsl@sas.upenn.edu
2) Dr. John Katz, Visiting Professor,
English. Email: jkatz2@dept.english.upenn.edu
3) Dr.
Cary Mazer, Assoc. Prof., English.
Email: cmazer@dept.english.upenn.edu
Prerequisites:
None
Course
Requirements:
Papers: Two 3-5
page case analyses (due 10/2 and 10/25 or 11/13) 35%
One
5-7page historical/analytical essay (due 10/11) 30%
Term Project: Group
paper and presentation of
consulting project (paper due,
11/27—12/6) 35%
Required Reading: Coursepack
of case analyses and supporting
information
INTRODUCTION --
UNDERSTANDING THE CULTURAL CONTEXT OF THE ARTS (Katz, Mazer, Robbins)
Sept. 5 -- Issues Related to Creating and Presenting Art (Katz, Mazer,
Robbins)
·
Commodity
and Consumption
·
Film as a
Reflection of Culture
·
Decision
Making in the Arts
THE STATE OF THE
20TH CENTURY THEATER INDUSTRY
Sept.
10 -- Commercial Theater, Not-for-Profit Theater:
An Historical Overview
(Mazer)
·
The Rise and Fall of the Syndicates
·
The Rise of
Regional and Not-for-Profit
Langley,
Theatre Management and Production in
America, Ch. 5-6
Sept. 12 -- The Business of Show
Business (Mazer)
·
Developing,
and Exploiting Properties: Real Estate, Script, Production, Touring
Sept.
17 -- The Not-for-Profit Theater I
(Mazer)
·
Defining
the Mission
·
Finding the
Audience
Sept.
19 --
Guest Speaker: David Stone, President, Stone Productions
Sept.
24 -- Curating Performance (Mazer)
·
Touring
Houses
·
Presentation
Houses
Readings:
Langley, Theatre Management and
Production in America, Ch. 10
Sept. 26 -- Case: The
People’s Light and Theatre Company
Guest
Speaker: Grace Grillet, Managing Director, People’s Light and Theatre Company
Oct.
1
-- Art Follows Business; Business Follows Art (Robbins)
·
Creating
and Sustaining an Institution
·
The Tension
Between and Art and Business
Readings: Kotler and Scheff, Standing Room Only, pp. 29-63; 157-185
Oct.
3 --
Regional Theater
Guest Speaker: Naomi Grabel,
Managing Director, Wilma Theater
Readings:
Carver, Boards That Make a Difference,
pp. 24-39
THE FILM
INDUSTRY: PAST, PRESENT AND FUTURE
Oct. 8 -- A Brief History of
the American Film Industry (Katz)
·
Hollywood
·
Independents
Readings: Squire, ed., The Movie Business Book, 2nd ed., pp. 96-165
Litwak,
Dealmaking in the Film and Television
Industry, pp. 218-250
Oct. 10-- Putting the Deal Together (Katz)
·
The
Property
·
Financing
Readings: Baumgarten et al, Producing, Financing and Distributing Film,
pp. 229-242; Overview (Flowchart) of the Film Industry
Oct.
15 --
Production (Katz)
·
Studio
·
Post-Production
Oct.
17 --
Marketing and Distribution
Guest Speaker:
Oct.
22 -- Exhibition and Exploitation
(Katz)
·
Audience
·
Festivals
·
Action
Figures
·
Television
THE NOT- FOR-
PROFIT WORLD
Oct. 24
-- The Anatomy of a
Not-For-Profit Institution (Robbins)
Readings:
Carver, Boards That Make a Difference,
pp. 24-39; Wolf, Managing a Nonprofit
Organization in the Twenty-first Century, Ch. 2, “The Board,” pp. 45- 81
Oct. 29
-- The Cultural Complex
Guest Speaker: Janice Price,
President, Regional Center for the Performing Arts
Oct.
31 --
Case: Lights Out at the Met
(Robbins)
Nov.
5 -- Finance: Do Budgets Reflect or Create the Cultural Product?
Guest
Speaker: Mark Weinstein, General Manager, The Pittsburgh Opera
Reading: Blaug, Where
Are We Now on Cultural Economics?
Nov.
7 -- The Marketing of Popular Culture
Guest
Speaker: Paul Burger, CEO, SONY Europe
Nov.
12 -- -- Fundraising for Culture (Robbins)
Readings:
Stolper and Hopkins, Successful
Fundraising for Arts and Cultural Organizations, pp. 1-18; Graham, Keep the Money Coming, pp. 16-24; 38-58
Nov. 14 -- Decision Making in the
Arts (Robbins)
Cases: Philadelphia Museum of Art
Festival Repertory Theater
Nov. 19 -- Making the Case for
the Future (Katz, Mazer, Robbins)
Nov. 21 -- Student Presentations
Nov. 26 -- Student Presentations
Nov. 28 -- Thanksgiving
Dec. 3 -- Student
Presentations
Dec. 5 -- Student
Presentations