iTheatrics
iTheatrics, founded in 1997, adapts Broadway musicals for elementary through high school performers and licenses them through MTI, Disney Theatricals, and Concord Theatricals. It also operates NYC summer workshops, educator professional development, and Junior Theater Festivals in four countries.
- Company typePrivate
- Founded1997
- HeadquartersNew York City, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What iTheatrics does
iTheatrics is a privately-held musical theatre education company founded in 1997 by Timothy Allen McDonald and headquartered in Times Square, New York City. The company specializes in adapting Broadway musicals for performance by elementary, middle, and high school students in school and after-school settings. Its core product line is a library of over 90 musical adaptations, created through a multi-year process that includes paper adaptation (abridging scripts, reviewing vocal ranges for young voices, removing mature content), table reads, workshop productions with students, and production of complete resource packages called ShowKits. ShowKits bundle adapted scripts, piano/vocal scores, director's guides, guide vocal tracks, performance accompaniment tracks, choreography videos, and downloadable educational resources.
The company generates revenue through three primary streams: licensing royalties from adapted musicals distributed via three major theatrical licensing houses (Music Theatre International's Broadway Junior Collection, Disney Theatricals, and Concord Theatricals); direct tuition from the iTheatrics Academy summer workshop program in NYC ($795 per student for grades 6-12); and fees from professional development weekend programs for educators offering 15 hours of training credentials. Distribution is exclusively partner-driven through the licensing houses, which reach schools and after-school programs globally, while iTheatrics operates Junior Theater Festivals in the US, Australia, New Zealand, and the UK as a community engagement and marketing channel. End customers are highly fragmented SMBs — individual schools and after-school programs — but the company's monetization depends almost entirely on its relationships with three distribution partners.
iTheatrics firmographics
Firmographics- Name
- iTheatrics
- Legal name
- iTheatrics
- Website
- https://itheatrics.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- iTheatrics, founded in 1997, adapts Broadway musicals for elementary through high school performers and licenses them through MTI, Disney Theatricals, and Concord Theatricals. It also operates NYC summer workshops, educator professional development, and Junior Theater Festivals in four countries.
- Ownership category
- akta.pro rank
iTheatrics industry classification
Industry- Product category
- Musical Theatre Education & Licensing
- NAICS
- Performing Arts Companies (7111), Theater Companies and Dinner Theaters (71111), Fine Arts Schools (61161)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Musical Theatre (Non-Broadway/Fringe) (MPAGABAG)
- akta.pro secondary industries
- Children’s & Youth Theatre (MPAGABAE), Theater & Drama Education (Acting, Improvisation, Musical Theater) (EDAMAAAG), Theatre Education, Training & Conservatories (MPAGABAN)
Keywords
Where iTheatrics is headquartered
LocationHeadquarters
- HQ city
- New York City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
iTheatrics business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Musical Licensing Fees: Revenue generated from licensing adapted Broadway musicals to schools, after-school programs, and theaters through partner licensing agencies including Music Theatre International (Broadway Junior Collection), Disney Theatricals, and Concord Theatricals
- iTheatrics Academy Programs: Revenue from summer workshop programs where students ages 6th-12th grade workshop new musical adaptations in New York City at $795 per student, plus internship program fees
- Professional Development Services: Revenue from annual professional development weekend programs for educators in New York City, offering hands-on training and 15 hours of professional development credentials
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | One-week intensive summer program in NYC |
| Other | Multi-year contract | School and after-school program licensing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
iTheatrics product offering
Product offeringCore offering
iTheatrics adapts Broadway musicals for performance by young people in school and after-school settings, producing comprehensive ShowKit resource packages (adapted scripts, vocal scores for young voices, choreography videos, accompaniment tracks, director's guides) that are licensed through Music Theatre International (Broadway Junior Collection), Disney Theatricals, and Concord Theatricals to schools and theaters worldwide. Beyond licensing, the company operates the iTheatrics Academy summer workshops in NYC, annual Professional Development programs for educators, the Freddie G Fellowship, and Junior Theater Festivals across four countries.
Product overview
iTheatrics is a musical theatre education company that adapts Broadway musicals for young performers. The company's core offerings consist of three interconnected product lines: (1) the Broadway Junior Collection (in partnership with Music Theatre International) providing JR. shows for middle school, KIDS shows for elementary, and School Editions for high school; (2) Concord Theatricals adaptations including Youth and Teen Editions; and (3) Disney Theatricals adaptations featuring titles like Frozen JR., Aladdin JR., and Moana JR. Beyond licensing, iTheatrics provides educational services including the iTheatrics Academy (summer workshops in NYC), annual Professional Development weekends for educators, the Freddie G Fellowship program, and Junior Theater Festivals worldwide. The company also produces Choreography Videos and complete ShowKits as production resources for schools and after-school programs.
Differentiator
Problem solved
Functional benefit
Brands
- Junior Theater Festivals: The biggest and best festivals dedicated to young people and musical theater, held annually in North America, Australia, New Zealand, and the United Kingdom. Produced by iTheatrics and sponsored by Music Theatre International and Disney Theatricals.
- Freddie G Fellowship
Products and services
- Broadway Junior Collection
- Concord Theatricals Adaptations
- ShowKits
- Choreography Videos
- iTheatrics Academy
- Professional Development
- Freddie G Fellowship
- Junior Theater Festivals
Quantifiable outcome
- 36 million annual attendees in North America alone (3x Broadway's annual audience)
- +2 more outcomes
Companies that use iTheatrics
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
iTheatrics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
iTheatrics partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Concord TheatricalscoreIn 2010, iTheatrics partnered with Tams-Witmark, Rodgers & Hammerstein Theatricals, and Samuel French to adapt over 20 musicals. In 2018, these were united under the Concord Theatricals banner. In 2021, iTheatrics adapted CATS: Young Actors Edition for Andrew Lloyd Webber's Really Useful Group. Nearly 20 adaptations available with many more on the way.
- Music Theatre International (MTI)coreMTI is the primary distribution partner for the Broadway Junior Collection, which iTheatrics creates. Founded in 1997 when Timothy McDonald was recruited by MTI Chairman Freddie Gershon. MTI's Broadway Junior Collection includes JR. shows (60 minutes), KIDS shows (30 minutes), School Edition shows, and TYA shows.
- Disney Theatrical ProductionscoreDisney Theatricals partners with iTheatrics to adapt Disney properties including Frozen, Aladdin, Lion King, Little Mermaid, Moana, and more for young performers. Disney also sponsors the Junior Theater Festivals.
- The Rodgers and Hammerstein OrganizationcorePart of the Concord Theatricals umbrella, Rodgers & Hammerstein Theatricals partnered with iTheatrics in 2010 to relaunch the Rodgers & Hammerstein Youth Edition collection with an adaptation of The Sound of Music.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
iTheatrics competitors and assessment
Company assessmentDirect peers
- Music Theatre International: MTI is both iTheatrics' primary distribution partner and its closest comparable, licensing Broadway musicals (including the Broadway Junior Collection that iTheatrics creates) to schools and amateur theaters worldwide. Founded in 1950, MTI controls the largest catalog of stage performance rights in the industry.
- Theatrical Rights Worldwide: Theatrical Rights Worldwide licenses Broadway musicals, plays, and family productions for amateur and educational markets. They are a direct competitor in the school and youth theatrical licensing space that iTheatrics serves through its adaptations.
- Broadway Licensing Group: Broadway Licensing Group is a major theatrical licensing house that represents a broad catalog of plays and musicals for amateur and professional productions, including educational rights. They compete with MTI/Concord/Disney in the same school and amateur licensing markets that iTheatrics' adaptations feed into.
- Concord Theatricals: Concord Theatricals (uniting Samuel French, Tams-Witmark, Rodgers & Hammerstein Theatricals, and Really Useful Group) licenses theatrical adaptations, including the ~20 iTheatrics adaptations. They serve as both iTheatrics' partner and direct competitor in the youth/school theatrical licensing space.
Emerging players
- Pioneer Drama Service: Pioneer Drama Service publishes and licenses plays and musicals specifically for schools, theaters, and educational programs, with a strong focus on youth-appropriate content. They overlap with iTheatrics in addressing school theater directors but specialize in original and adapted scripts rather than Broadway adaptations.
- Playscripts, Inc. Playscripts licenses plays and musicals for educational, amateur, and professional productions, with a notable focus on new and contemporary works. They represent adjacent content that school theater directors might license instead of iTheatrics' Broadway Junior adaptations.
- Stage Partners: Stage Partners is a theatrical licensing publisher focused on plays and musicals for schools, youth theaters, and community productions. They operate in the same school-theater licensing space iTheatrics' adaptations serve, though with a different content acquisition model.
Broad incumbents
- Dramatists Play Service: Dramatists Play Service is an established play and musical licensing agency representing a broad catalog of theatrical works for amateur, educational, and professional productions. They serve overlapping markets (schools, community theaters, educational programs) as iTheatrics' distribution partners.
- Disney Theatricals: Disney Theatricals licenses Disney-branded musicals (Frozen, Aladdin, Lion King, Moana) globally, including JR. adaptations created by iTheatrics. As a major rights holder and producer of Broadway-scale productions, Disney operates at a fundamentally larger scope but shares the youth musical theater licensing space.
Regional players
- Really Useful Group: Really Useful Group, Andrew Lloyd Webber's theatrical licensing entity, partnered with iTheatrics to adapt CATS: Young Actors Edition in 2021. While primarily a UK-headquartered licensing house, they operate in the same musical theater licensing ecosystem and target similar school/youth production markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
iTheatrics social profiles
Digital presenceiTheatrics financial estimates
Financial estimateRevenue estimate
Valuation estimate
iTheatrics leadership team
Management profileNumber of profiles
Profiles13 records
iTheatrics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
iTheatrics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about iTheatrics
What does iTheatrics do?
iTheatrics adapts Broadway musicals for performance by young people in school and after-school settings, producing comprehensive ShowKit resource packages (adapted scripts, vocal scores for young voices, choreography videos, accompaniment tracks, director's guides) that are licensed through Music Theatre International (Broadway Junior Collection), Disney Theatricals, and Concord Theatricals to schools and theaters worldwide. Beyond licensing, the company operates the iTheatrics Academy summer workshops in NYC, annual Professional Development programs for educators, the Freddie G Fellowship, and Junior Theater Festivals across four countries.
Is iTheatrics a public or private company?
iTheatrics is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was iTheatrics founded?
iTheatrics was founded in 1997. It employs 11 to 50 people.
Where is iTheatrics based?
iTheatrics is headquartered in New York City, United States, in the North America region.
How does iTheatrics make money?
Three revenue lines are on record. Musical Licensing Fees are the primary driver. The others are iTheatrics Academy Programs and professional Development Services.
Who are iTheatrics's main competitors?
Direct peers on record are Music Theatre International, Theatrical Rights Worldwide, Broadway Licensing Group and Concord Theatricals. Emerging players are Pioneer Drama Service, Playscripts, Inc. and Stage Partners. Broad incumbents are Dramatists Play Service and Disney Theatricals. Really Useful Group is listed as a regional player.
Does iTheatrics have an API?
No public API is recorded for iTheatrics.
What industry is iTheatrics in?
iTheatrics's product category is Musical Theatre Education & Licensing. Its primary akta.pro industry code is MPAGABAG, Musical Theatre (Non-Broadway/Fringe), with a secondary code of MPAGABAE, Children’s & Youth Theatre. Its NAICS code is 7111 and its SIC code is 7900.