Prolific Producer to Take Over Theater That Was Too Costly for Nonprofit

The transformation of New York’s theater real estate continues to unfold, as Seaview Productions, the company behind Broadway productions featuring stars like Kit Connor, Rachel Zegler, and George Clooney, takes over a central Off Broadway venue previously occupied by a longstanding nonprofit.https://wordpress.com/

Seaview Productions, an increasingly active Broadway producer, has started leasing the building, a former bank located at the edge of New York’s theater district. For 25 years, this space served as a home to the prominent nonprofit Second Stage Theater. Formerly called the Tony Kiser Theater—named after a Second Stage trustee—the venue will now be rebranded as Studio Seaview.

Second Stage vacated the space at the end of last year, citing financial pressures. In response, Seaview plans to launch its Off Broadway programming at the location this spring.

This shift mirrors broader trends, as nonprofit theaters, still grappling with the effects of the pandemic, either relinquish venues or partner with tenants to reduce operational costs. Meanwhile, commercial producers, deterred by Broadway’s high expenses, are seeking more affordable alternatives for their for-profit productions.

Situated in Midtown Manhattan at the busy intersection of Eighth Avenue and West 43rd Street, the venue boasts 296 seats and was originally designed by Dutch architect Rem Koolhaas with New York-based Richard Gluckman.

Seaview is helmed by Greg Nobile, a 32-year-old Connecticut native who left college to pursue a producing career and has also managed several bars, including Hell’s Kitchen’s Friki Tiki. Founded in 2012 with backing from Jana Shea, the mother of a childhood friend, Seaview has been partially owned by Sony Music Masterworks since 2020, allowing it to expand into live events.

Since its inception, Seaview claims to have raised $50 million for its projects. Before the pandemic, it was a smaller but ambitious Broadway player, producing notable shows like Sea Wall/A Life featuring Jake Gyllenhaal and Tom Sturridge, and Jeremy O. Harris’s Slave Play. In the last two years, the company’s output has surged, including five Broadway shows this season, such as Romeo + Juliet with Connor and Zegler, and Good Night, and Good Luck starring Clooney. Their productions also extend to Off Broadway, London’s West End, and even film and television.

Seaview’s move mirrors recent trends among entertainment giants like Audible leasing the Minetta Lane Theater, A24 acquiring the Cherry Lane Theater, and Netflix taking over the Paris Theater. The company sees potential in short-run, star-studded productions in smaller venues, which are gaining traction among audiences and creators alike. According to Nate Koch, Seaview’s COO, the intimacy of Off Broadway spaces appeals to both artists and post-Covid theatergoers.

Among its Off Broadway successes are the 2017 revival of Sweeney Todd and recent star-driven productions such as Danny and the Deep Blue Sea with Aubrey Plaza and Hold On to Me Darling starring Adam Driver. Although Seaview has experienced some Broadway flops, like the musical Lempicka, it has also achieved hits such as last year’s revival of An Enemy of the People starring Jeremy Strong and the play Stereophonic.

Greg Nobile acknowledges that securing venues remains a significant challenge for independent producers. Leasing the new theater provides Seaview with greater control over its productions. “This is a strategic step forward for us,” Nobile said, emphasizing the importance of addressing the distribution challenges commercial theater faces.

Seaview plans to enhance the theater with help from scenic designer Scott Pask, aiming to create an intimate and inviting atmosphere. The first production, directed by Sam Gold, who previously worked on Romeo + Juliet and An Enemy of the People, is set to debut soon.

The venue’s future remains uncertain as the building is owned by Trans World Equities Inc., which may redevelop the site. However, Seaview has been assured of at least a year’s notice before any changes require them to leave.

Meanwhile, Second Stage Theater will shift its Off Broadway productions to the Pershing Square Signature Center, a Frank Gehry-designed venue operated by Signature Theater, while continuing to produce Broadway shows at the Helen Hayes Theater.