Children as the target

Almost three years ago I interned in a marketing department of the Providence Performing Arts Center (PPAC) in RI.  So, as a part of my job description I got to put together the press kits and send out the mailings about the upcoming season.  My love of musical theatre and plays comes from having aunts and parents who continuously took me to see productions while growing up.  I remember when 101 Dalmations was going to PPAC and all of the performances were sold out rather quickly.  I didn't get it, I hadn't really heard of the production and was a little confused as to why this production as opposed to other top-notch Broadway musicals was so popular.  The one factor I never considered: kids!  Apparently, kids are beginning to make up a part of theatre audiences all over.  In Australia, one columnist writes about her own experience with her four year old daughter who saw a flyer for a production based on her favorite show and suddenly she was taking her daughter to the theatre and the ballet.  I guess kids aren't always my first thought when I think theatre but hey I guess I was one of them and I bet some of you were too.  It's interesting that now there are more plays, musicals, ballets, etc. that are specifically targeting children but it's a great market to corner.