"Theatre has atrophied." While there are 3.5 million Melburnians only 25,000 of them consider themselves theatre goers. "We are not offering or selling entertainment, we are selling theatre. Getting into the cultural imagination of those people is a long process. … We have to back risk because risk is at the very heart of theatre. Your build strategies that cushion and support the main purpose, which is the artistic endeavour on the stage.
So risk defines artistic endeavour and also happens to define business.