Short Store/Company Research Report #1

Purpose

This is a short report investigating the history, and current state, of the Wilma Theater located in Philadelphia PA.

Findings

History

Founding and Venue

The Wilma Theater actually began as “The Wilma Project.” In 1973, the Wilma was established to challenge the Philadelphia cultural community to create “theatrical productions of original material and to develop local artists.” Through the years of 1973-1979, the Philadelphia public was dazzled by renowned avant garde theater artists. In 1979, Natives of Czechoslovakia Blanka and Jiri Zizka became artists in residence, with a dynamic physical production style and original music accompaniment. They assumed artistic leadership of the organization, and moved the Wilma to a 100-seat theater on Sansom Street. Within five years they were at 100% capacity. They decided to expand the theatre to a new 296 seat home, and a location was identified at the corner of Broad and Spruce Streets (figure 1).

Figure 1

Designed by renowned theater architect Hugh Hardy, the new 296 theatre still retains the Wilma’s intimate flavor. The Wilma Theater, under the Zizka’s, has established a national reputation for provacctive work ranging from international drama of Brecht, Fugard, Ionesco, Orton, and Stoppard. It also hosts new American plays by Howe, Linney, Long, Wright, and Freed.

The current lobby of the theater (figure two) is decorated with photos and paraphernalia from the theatres more than twenty year run.

Figure 2

Name Origins and Mission Statement

The origin “Wilma Project” of 1973 was actually a feminist collective. The theater name was chosen based off of a reinterpretation of Virginia Woolf’s “Judith”. In A Room of One’s View, Virginia Woolf imagines Shakespeare’s sister Judith as completely brilliant, but beaten into silence (literally and figuratively). The founders of the Wilma created the fantastical sister of Shakespeare Wilma, providing the Wilma as a room of her own, and a space and freedom to express herself.

The self-written mission is that “The Wilma Theater creates living, adventures art. We engage artists and audiences in imaginative reflection on the complexities of life. We present bold, original, well-crafted productions that represent a range of voices, viewpoints, and styles.”

Location

As referenced, the Wilma Theater is located on Philadelphia’s Avenue of the Arts (figure 3). This is a very populated, and classy area of the city. It shares space with the renowned Kimmel center, and a variety of artistic and commercial shopping centers. From Center City and down to Old City Philadelphia hosts a collection of live theatres, include the Arden.

Figure 3

Current State

Shows and Pricing

The Wilma Theater is offering four shows for the 2014-2015 season. These include Rapture, Blister Burn, The Body of An American, Hamlet, and Rosencrantz & Guildenstern are Dead. Since 1980 on the theatre puts on four to six shows per year run. In their extensive archive system on their webpage one can locate and browse playbills. The first show of the year appreciated an extended run. Producing a play that premiered in 2012, Rapture, Blister, Burn takes on relevant issues on feminism, adulthood, and missed opportunities using a modern and stripped down set (figure 4).

Figure 4

Pricing for the shows is affordable due to a recent grant. Through Wilma WynTix, a new ticket subsidy program made possible by a generous grant from the Wyncote Foundation. This is an initiative to make theater affordable and available to a much broader audience. Shows make standard full-four week main stage runs, and subsidized rates include $25.00 for general audience, and $10.00 tickets for students and theater audiences. Group rates are also available.

Extra Services

The Wilma Theater likes to offer more than just a show when you are seeing a show. The experience does not end at curtain call. Free or low-cost discussions address topics and themes relevant to the play. Student Stunday Program exposes students to live theater. Fellowship and Internship Programs provide valuable training to students and recent graduates. Beer and Martini tasting, coffee chats, post show chats are available for each of the shows. The ability to buy wine and beer before the show to discuss (figure 5), proves that going to the show is more than an isolated event.

Figure 5

The theater also includes classes for students of all ages for many different reasons. Students may become a student ambassador to help communicate with your campus. Educators can meet with the Education director to discuss course relevance and outline a plan specific to the need of the class. Parents can send their students to Camp Wilma in the summer, and Employers can organize experiential workshops to help their employee’s better work together.

If theater is not ones interest, The Wilma also hosts Ballet X, Philadelphia’s Premier Contemporary Ballet.

Conclusion

The Wilma Theater is an iconic location in Philadelphia. It has a historic past, with political beginnings. It has been creating plays continuously since 1979, and currently offers resources to the community, students, educators, and employers. The passing of Jiri Zizka is a loss to the theater community, but the Wilma continues to pay tribute to his work.

Recommendations

The Wilma Theater seems to be flourishing. Yet, its future like all Arts venues, is shaky. It faces various competitors in its own market, as well as various digital entertainment that compete for viewer’s entertainment. It must continue to adapt to draw in people to its location, especially in such an expensive area.