Word: rent
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Dates: during 1990-1999
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Cheryl L. Patterson-Munroe is in her mid-thirties, works as a paralegal, and is raising her three children, ages 16,13 and 2, by herself. She lives in Cambridge, in the Clinton and Prospect Street Apartments, is responsible and says she always pays her rent...
Munroe has served as the leader of her fellow tenants in protesting huge rent increases, and believes that as a result, she formed the perfect target for Schuster's attack...
...When Rent opened on Broadway in 1996, it seemed to augur a new era of hip, youthful Broadway shows. Wrong. The Broadway musical after Rent has looked pretty much like the Broadway musical before it. The only recent show that seems aimed squarely at the teen market is the hopelessly square Footloose, a clunky stage version of the 1984 movie...
...Broadway shows, along with groups like the Theatre Development Fund, are trying to address that by sponsoring organized class visits and events like Kids' Night, when children accompanied by an adult can get in free. Another factor keeping kids away, of course, is high ticket prices. Since its opening, Rent has set aside a block of up-front seats for $20, available only on the day of the performance; most other youth-oriented shows have copied this successful gimmick...
Producers are also looking for new ways to market their shows to young theatergoers. Rent distributes book covers in schools. Hedwig hands out postcards at rock clubs and has created logo stickers for backpacks and skateboards. These efforts, of course, can help attract more than just skateboarders. "Once people hear that the younger folks are going," says Drew Hodges, whose Spotco agency created the ad campaigns for De La Guarda and other shows, "there's a real aspirational crowd that is 30 to 45 and wants to be in the same places as the trend makers who are 22." Young...