Oscar Hammerstein I, the great theatrical impresario of the turn of the century, once famously said that “there is no limit to the number of people who will stay away from a bad play.” Hammerstein, who had his share of flops, knew what he was talking about, and his dictum remains every bit as true today.
Of course, in Hammerstein’s time, the opposite—that there are strict limits on the number of people who can come to a good play—was equally true. Only about 1800 people can fit into even the largest Broadway theater, so a sellout show has to run well over a year before a million people can see it.
Today, technology has changed that completely. A hit movie can be seen simultaneously in thousands of theaters, several times a day. Titanic has been out only about a year, but something on the order of half the human race has seen it already.