With theaters across the country closed due to COVID-19, Playbill has had to pivot quickly. "We find ourselves incredibly fortunate to be associated with this ridiculously fantastic art form that we miss oh, so much," says Playbill vice president Alex Birsh.

The magazine given out at theaters isn’t just a program, it’s a cherished souvenir. The publication has doubled down on its digital offerings, and to almost everyone’s surprise, it’s doing quite well.

(Image credit: Dean Greer/Playbill)


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