iTheatrics

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.

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

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

• Musical theater adaptations
• Youth theater education
• Broadway Junior licensing
• School theater productions
• Theatrical education programs

Headquarters

HQ city

New York City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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
2. 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
3. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers3 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

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• Concord TheatricalscoreChannel Partner/ Reseller/ Distributor · 1 January 2010In 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)coreChannel Partner/ Reseller/ DistributorMTI 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 ProductionscoreChannel Partner/ Reseller/ DistributorDisney 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 OrganizationcoreChannel Partner/ Reseller/ DistributorPart 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

Direct 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

• Xx.com/iTheatrics
• Facebookfacebook.com/itheatrics
• Instagraminstagram.com/itheatrics
• LinkedInlinkedin.com/company/itheatrics

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

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 iTheatrics