The private sector

Productions in the private sector are not or barely subsidised. In principle, the costs are paid from revenues from ticket sales, sponsoring and merchandise. For these reasons, the private sector is also called ‘commercial’ sometimes. However, producing in the private sector is not always profitable; it can also be loss-making. This risk applies to both big productions and to individual performers. In the first instance, profit and loss are often at the expense of the private limited company (bv). If it concerns a self-employed professional who works on the basis of a sole proprietorship, then the profit and loss end up with that person themselves.

Most producers in the private sector are affiliated with the Vereniging Vrije Theater Producenten (Association of Independent Theatre Producers, VVTP) The VVTP was founded in 2000 and consists of 29 theatre and musical producers who are responsible for about 70% of the professional stage performances in the Netherlands in total. In addition, to larger circus, Dutch cabaret and musical producers, there are also experimental and smaller musical, theatrical and music theatre producers. Some producers are also impresarios and sometimes subsidies are applied for on a one-off basis for a specific production.

• Stage Entertainment is the largest provider of live entertainment in Europe and produces well-known musical titles. In addition, Stage Entertainment develops its own musical and they own more than 20 theatres throughout the world, including the AFAS Circustheater, Scheveningen.
• MediaLane is a relatively new player in the private sector. In 2020, their first production opened. Creating original, new titles is of paramount importance here.
• Stardust Theatre BV has been producing circus, theatre, ballet and musicals for more than 50 years. Koninklijk Theater Carré is often the home base.
• Studio100 is an international family entertainment group. They make a broad range of programms that is accessible to a wide public. Examples include TV series and live (theatrical) shows from, among others, K3, Mega Mindy and Kabouter Plop.
• Efteling, along with the Efteling Theatre, is one of the largest theatres in the Netherlands. They collaborate with V&V Entertainment and Joop van den Ende Theaterproducties. In addition, they make their own productions and they go on tour in the Netherlands and Flanders.

Musicals are a major player in the private sector. Musicals are often produced for one (or several) theatre season(s). Some musicals go on tour and can be seen in theatres across the country, while other musicals can be exclusively seen in a permanent theatre, such as the AFAS Circustheater, Scheveningen or the Beatrix Theater, Utrecht.

One unique initiative in the musical world is the Theateralliantie (Theatre Alliance). This is formed by seven large theatres that develop productions in collaboration with producers. The theatres commission a producer to create a show for the main hall, where the (financial) risk is partly borne by these theatres.

There are producers who, in addition to producing theatre productions, also focus on developing and producing television programmes. For example, MediaLane produces television programmes (Even tot Hier, Musical Awards Gala) that are separate from their theatre productions and Studio100 creates shows that are based on their television figures, such as K3 and Piet Piraat.

Talent shows can be a good platform for dancers, actors, musicians and theatre makers. They can be a good springboard to a successful career and greater exposure, especially for beginning singers and/or dancers.

In the case of commercial presentation, regular use is made of (show) dancers, who are able to work at various locations at short notice. The Holland Show Ballet arranges performances, for example, both on television and for corporate events.