New 42 Studios

What New 42 Studios does

New 42 Studios operates an 84,000-square-foot purpose-built performing arts facility at 229 West 42nd Street in Times Square, New York City, comprising 14 column-free rehearsal studios across five floors plus The Duke on 42nd Street, a 200-seat black box theater. The studios are segmented into three tiers — A Studios (Broadway-stage footprint plus wing space for large musicals and plays), B Studios (Broadway-stage footprint without wings for plays, small musicals, and dance), and C Studios (production support for costume fittings, makeup testing, physical therapy, and breakout sessions) — with amenities including sprung floors, 12.5-foot ceilings, natural light, professional audio/video equipment, Yamaha pianos, and isolated HVAC with MERV 13 filtration and 100% outside-air ventilation. The facility was designed by PBDW Architects and opened on June 21, 2000; it is operated by The New 42nd Street, Inc., a nonprofit cultural organization that also runs New Victory Theater and broader arts education programs.

The company earns revenue primarily through direct rental of its rehearsal studios (subscription-style monthly billing across A/B/C tiers) and one-time/event-based rental of The Duke on 42nd Street for performances, presentations, and events. Pricing is not publicly disclosed; building access is offered on either a six-day or five-day schedule with corresponding rehearsal-hour windows. The customer base is concentrated in Broadway commercial productions (e.g., Hamilton, Frozen, Margaritaville, Boop! The Musical, Dead Outlaw, The Picture of Dorian Gray) and nonprofit performing arts companies developing new work. Go-to-market is enterprise direct-sales — the facility positions itself as the preferred choice for Broadway's top choreographers, directors, performers, and producers, with marketing supported by press coverage, social media, and 360-degree virtual tours. In 2025 the organization received the Tony Honor for Excellence in the Theatre and celebrated its 25th anniversary.

Name

New 42 Studios

Legal name

The New 42nd Street, Inc.

Website

https://new42studios.org

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

New 42 Studios operates a nonprofit, purpose-built 84,000 sq ft Times Square facility offering 14 column-free rehearsal studios and a 200-seat black box theater for rent to Broadway productions, nonprofit performing arts companies, and individual artists.

Ownership category

akta.pro rank

Product category

Performing Arts Facility Rentals

NAICS

Performing Arts Companies (7111), Other Performing Arts Companies (71119)

akta.pro primary industry

Rehearsal & Pre-Production Studios (Rehearsal Rooms, Backline) (MPAIAHAK)

akta.pro secondary industries

Theater, Musicals & Performing Arts (THAJAFAB), Production Office Space & Support Facilities (MPADAIAD)

Keywords

• Rehearsal studio rentals
• Performing arts facilities
• Black box theater rentals
• Broadway rehearsal spaces
• Theater rental services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Infrastructure, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Rehearsal Studio Rentals: Rental of 14 professional rehearsal studios to performing arts companies, Broadway productions, and individual artists for rehearsals, readings, work sessions, invited presentations, auditions and filming.
2. Theater Rentals: Rental of The Duke on 42nd Street black box theater space with 200 seats for performances, presentations, and events.
3. Supporting New 42 Nonprofit: As part of The New 42nd Street nonprofit organization, revenue supports arts education, youth development, and urban revitalization initiatives.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

New 42 Studios rents 14 column-free professional rehearsal studios with sprung floors, high ceilings, and natural light to Broadway productions, nonprofit performing arts companies, theater, dance, opera, and music groups for rehearsals, readings, work sessions, invited presentations, auditions, and filming. The facility also operates The Duke on 42nd Street, a 200-seat flexible black box theater available for performances, presentations, and events. As part of The New 42nd Street nonprofit, the studios support arts education, youth development, and urban revitalization alongside New Victory and related initiatives.

Product overview

New 42 Studios operates as a unified physical rehearsal facility and theater complex offering three main product lines: (1) A network of 14 named rehearsal studios categorized as A Studios (largest with Broadway-stage footprint plus wing space), B Studios (standard Broadway-stage footprint without wings), and C Studios (production support spaces for fittings, therapy, and break-out sessions); (2) The Duke on 42nd Street, a 200-seat black box theater with full production infrastructure; and (3) 360° virtual tours enabling remote exploration of spaces. All spaces feature column-free sprung floors, high ceilings, and natural light, with amenities including pianos, sound systems, and theatrical lighting in select studios.

Differentiator

Problem solved

Functional benefit

Products and services

• Rehearsal Studios (A Studios) Largest rehearsal spaces with the footprint of any Broadway theater, plus plenty of wing space. Accommodate large set pieces, scenery, and props for Broadway's biggest musicals and plays, including invited presentations and industry readings. Maximum capacity ranges from 56 to 114 persons depending on the studio.
• Rehearsal Studios (B Studios) Studios with the footprint of any Broadway stage but without wing space. Commonly used for play rehearsals, small musicals, or dance rehearsals. Maximum capacity of 56 persons.
• Rehearsal Studios (C Studios) Production support spaces used for costume fittings, wig and makeup testing, physical therapy sessions, break-out music rehearsals, administrative and tutoring spaces. Maximum capacity of 25 persons.
• The Duke on 42nd Street Intimate, flexible black box theater space with 200 seats on a custom-built, fully-retractable unit, gallery along the entire perimeter (57' x 49.5' x 19.5'), production booth, green room, kitchenette, two dressing rooms, and box office. Available for performances, presentations, and events.

Quantifiable outcome

• 10 studios fit the entire footprint of a Broadway stage
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators6 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• The Shed: Cultural center at Hudson Yards producing and presenting performing arts, with flexible spaces for rehearsals, commissions, and residencies. Comparable as a high-design nonprofit performance/rehearsal venue in NYC, though focused on commissioning and presentation rather than rental studios.
• Chelsea Piers Studios: Large multi-use sports and entertainment complex on the Manhattan waterfront offering rehearsal/event space alongside broader athletic programming. Overlaps as a large-footprint, multi-room venue in NYC but not specialized to Broadway pre-production.

Direct peers

• Manhattan Movement & Arts Center: Midtown Manhattan facility offering large column-free rehearsal studios and a sprung-floor performance space used by Broadway and touring productions. Comparable in core product (Broadway-scale rehearsal rental) and target customer (Broadway choreographers, directors, producers).
• Gibney: NYC performing arts center providing dance, theater, and social practice studio rentals, plus performance space. Comparable as a mission-driven, multi-studio facility renting rehearsal and performance space to choreographers, dance companies, and theater makers.
• Pearl Studios NYC: Long-established Manhattan rehearsal and audition studio complex serving Broadway productions, dance companies, and TV/film. Directly comparable as a competitor for professional rehearsal room rentals in NYC, with similar A/B/C tiered studio configurations.
• Theatre Row: NYC theater complex in the Theater District offering multiple rentable studios and theaters to producers and theater companies. Directly comparable as a multi-room rehearsal and performance venue targeting Broadway and Off-Broadway productions in Midtown Manhattan.

Regional players

• Signature Theatre (NYC): Off-Broadway nonprofit producing theater company with dedicated rehearsal and performance spaces. Comparable as a mission-driven NYC theater operator using purpose-built spaces to develop new work, though it self-produces rather than renting to external productions.
• Playwrights Horizons: Off-Broadway theater company developing and producing new American plays, operating rehearsal and performance spaces in NYC. Comparable as a nonprofit performing arts operator in NYC supporting new work development, overlapping in customer base of Broadway/theater professionals.
• Atlantic Theater Company: Off-Broadway nonprofit producing company operating rehearsal and performance spaces in Chelsea. Comparable as a NYC nonprofit theater operator with in-house rehearsal facilities, though it primarily self-produces rather than renting to outside Broadway productions.

Others

• New Victory Theater: Affiliate theater of The New 42nd Street, Inc. operating next-door to New 42 Studios on 42nd Street. Sister organization under the same nonprofit umbrella, sharing audiences, mission, and brand while focusing on performing arts for kids and families rather than rehearsal rental.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New 42 Studios