Document Type

Working Paper

Abstract

The major challenge facing performing arts in general and classical dance theatres in particular is about inducing and protecting 'creative aesthetic expression'. In this paper it is argued, that a classical dance theatre of the 21st century will be able to sustain itself in the long run, only if it can realize the economic value of its creative capital, through appropriate product pricing strategies and IP Protection tools. The initial section of the paper seeks to distinguish the 'creative aesthetic expression' element in Classical Dances from its 'technical virtuosity'. The focus of the paper thereafter shifts to possible philosophical and functional trajectories of repertoire driven theatres. The paper then proceeds to consider the micro-economic and intellectual property implications of these trajectories. Here the effort is to understand the 'pricing' strategies of 'repertoire deepening' and 'repertoire widening' classical dance theatres. The paper seeks to bring out the latent Brand Value of a classical dance theatre in terms of its product pricing dynamics. The paper finally delves on the ideal of 'creative commons' as a brand equity optimizing tool. It is argued that the ideal of 'creative commons', if applied to the creative assets of a classical dance theatre, can deliver optimum benefits not only to the theatre and its artistes but also to the country to which the art/ dance form belongs. The paper bases its analysis by drawing upon the examples of Classical Russian Ballet and India's classical Sanskrit Dance form, 'Koodiyattom'.

Publication Date

1-4-2013

Publisher

Indian Institute of Management Bangalore

Relation

IIMB Working Paper-432

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