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For most of its 45 years, the Circle in the Square Theatre rested on its legendary reputation and the loyalty of its subscribers. It barely needed to go out of its way to court sponsors or build audiences.
But three years ago, the longtime neglect of its future finally caught up with the theater, plunging it into a deep artistic and financial crisis that darkened its stage for two seasons. It was time to face a new reality.
Today, a resurrected Circle in the Square is trolling Park Avenue for corporate and foundation money and marketing to 165,000 households in the tristate region with promotions for its current season, which debuted last week. It has even scotched its affiliation with the League of American Theatres and Producers, so it can negotiate separately with unionized workers for perhaps a better deal.
"The bottom line is that we have to come up with new ways to attract audiences," says Josephine Abady, Circle's co-artistic director. "And inside the theater, we have to make a difference and create excitement."
A prestigious past
Founded in 1951 by Jose Quintero and Theodore Mann, Circle in the Square...