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Denise Rozkuszka, a spokesperson for WTTW, explains that sponsors prefer series to specials, which may get only one airing. But another source at the station says that sponsors are also demanding more bang for their buck: “Corporations used to look at underwriting as a charitable contribution, but now most of them see it as a marketing expense and want to know what kinds of benefits and exposure they’ll get.” In the past, PBS has named sponsors before and after a program; now the rules allow sponsors to broadcast company logos, corporate images–even commercials. But according to the source, few corporations will underwrite a program just to have their names associated with a high-quality show or a prestigious institution like Steppenwolf; in fact corporations tend not to be interested in theater. “Irish dancing would be an easier sell these days.”
Meanwhile, Steppenwolf is exploring the idea of a new division to develop feature films. “This is something some of the ensemble members have long had an interest in doing,” said Martha Lavey, artistic director at Steppenwolf. Lavey wouldn’t say how soon the company might establish such a division. Some of Steppenwolf’s most famous alumni live on the west coast and act in films; Sinise has already directed three features and could easily start a production company under the Steppenwolf banner.
Art accompanying story in printed newspaper (not available in this archive): Scott Silberstein photo by Nathan Mandell.
