We know what theatre lovers want, and we felt we were in a unique position to deliver it to them. A robust online theatre community sprang up almost immediately with the advent of online. People share news and reviews of productions everywhere. Theatre people like to talk about their experiences, and online has given theatre lovers everywhere the chance to do it. Its the Electronic Algonquin Round Table effect.
Every town has a small but devoted theatre community.
Online has enabled them to link up, creating a critical mass of users. Online is the perfect medium for theatre. Unlike films, which can play at hundreds of theatres simultaneously, a theatre production can play at only one theatre at a time. It's true that a show can tour, or a script can be mounted at more than one theatre at a time, but for the most part, live theatre is anchored to a place. It is therefore dispersed.