the ethics of exploitative entertainment: “spider-man: turn off the dark” a case study

THE ETHICS OF EXPLOITATIVE ENTERTAINMENT:

“SPIDER-MAN: TURN OFF THE DARK”A CASE STUDY

Michael BarrettEileen BernardoKathryn HutchinsonMindy RomeroArien Rozelle

STEP 1: THE PLAYERSStudy the Details and Determine the Relevant Facts of the Case

INTRODUCTION

Rock musical

Book written by Julie Taymor and Glen Berger

Based on comic book

Most expensive Broadway production in history

The longest preview period ever

$65 million dollars

Julie TaymorProducer/Director/ Co-Writer

BonoMusical Composer & Lyricist

The EdgeMusical Composer & Lyricist

Glen BergerCo-writer

CAST OF CHARACTERS(PRIMARY AGENTS)

Source: The Daily Beast

RELEVANT FACTS: A TIMELINE

Jan 13: After multiple injuries, bad reviews and more opening delayed again to March 15th

Feb 7th: The New York Times called it a “national joke” saying: “The sheer ineptitude of this show, inspired by the Spider-Man comic books, loses its shock value early. After 15 or 20 minutes, the central question you keep asking yourself is likely to change from “How can $65 million look so cheap?” to “How long before I’m out of here?” – Ben Brantley, Chief Theater Critic

RELEVANT FACTS: A TIMELINE

Source:The New York Times

Feb 12: Labor Dept. issues two safety violations

Feb 16: The $65 million production pushed back a 5th time to a March 15th opening night • Critics give scathing reviews• Songwriters Bono and The Edge bring in their producer to hone the music• After a slew of injuries, production has been fine-tuning their craft

Feb 27: Spider-Man might push back its opening until June (6th delay)

March 2: The cast of Spider-Man performed on “Letterman”

As of press time, opening day is March 15th. Producers are deciding this week whether to open the show as planned on March 15th or delay it for a sixth time.

RELEVANT FACTS: A TIMELINE

THERE’S A LOT TO LOSE: REPUTATION AND MONEY

RELEVANT CASE STUDIES

RELEVANT FACTS: A TIMELINE

STEP 2: “GOOD” VS. “BAD” Identify the relevant moral criteria

FOUR KEY DECISION MAKERS

Press

Public

Shareholders (Investors)

Creative Team (Writers, Producers, Directors)

THE PRESS Objective: Inform the public

Duty to uphold Broadway’s “agreement” not to print a review until after opening night.

Duty to get publicity for the paper

Duty to themselves to develop their craft, skills and career

THE PUBLIC Objective: To be an informed consumer

Buy a ticket for entertainmentPersonal Benefit

Buy a ticket as patron of the artsSocial Benefit

Safety Issues:Do they abstain as a personal statement and action

to protect actors?Do they buy ticket?

SHAREHOLDERSTAYMOR, BERGER, BONO, THE EDGE

Objective: To maximize the return on their investment, but

doing so puts people in harm’s way.

What should motivate their decision?The return?The well-being of the actors?

CREATIVE TEAMTAYMOR, BERGER, BONO, THE EDGE

Objective: To produce an award-winning, profitable production, but doing so puts people in harm’s way.

Duty to themselves; to develop their craft, skills and career.

Duty to not harm others and improve conditions

Duty to be honest and do what’s in the shareholders’ best interest

CHANGES TO NORMATIVE STANDARDS:DELAYED OPENING

Change the nature of “previews” for technically complicated musicals/plays

Change pricing for previews

Actors’ Equity could reconsider number of hours a week an expensive show in trouble can rehearse without overtaxing cast and crew

STEP 3:HOW THE MIGHTY HAVE FALLENIdentify the Value Conflicts

THE VALUE CONFLICTS:DOORLEY & GARCIA

Morality

Legality

Ethics

Principles of “Duty” & Selfish Behavior

Egotism & The Value of Justice

Consequences:-Financial Investment- Labor Violations

WHAT MAKES THIS CASE CONTROVERSIAL?

Ego

Safety

Profit

Miscommunication

THE MATTER OF EGO: THE PRIMARY CONFLICT

Aristotle Habits in Appropriate

Circumstances

St. Thomas Aquinas Pride

Machiavelli A Stable State (Chapter XV)

Images Courtesy of Wikipedia.org

EXECUTION OVER EGO

CORRECT INCORRECT

STEP FOUR: THE SHOW MUST GO ON?Determine the Possible Courses of Action

PAGE PRINCIPLES AS ETHICS GUIDE Tell the truth

Prove it with action

Listen to the customer

Manage for tomorrow

Conduct public relations as if the entire company depends on it

Realize a company’s true character is expressed by its people

Remain calm, patient and good-humored

WHAT’S NEXT?

Option #1: Do Nothing

Option #2: Revise the Current Show

Option #3: Close the Show Now

DECISION-MAKING MATRIXPrinciple/Action Do Nothing Revise Shut Down

Tell the truth ✔ ✔

Prove it w/action ✔ ✔

Listen to the customer ✔

Manage for tomorrow ✔

Company depends on PR ✔ ✔ ✔

True character=people ✔ ✔ ✔

Calm, patient & good-humored

✔ ✔ ✔

STEP 5:THE UTILITARIAN APPROACHChoose the Best Course of Action

THE BEST COURSE OF ACTION Utilitarianism: greatest amount of good for the greatest amount

of people Tweak the show!

Shareholders to hire a general manager Manage decisions Control costs Revise script

Repair, rebuild and revive Safety first Broadway’s dedication to entertainment Spider-man enthusiasts and others see final product Employment retention “The Comeback Kids”

THE BEST COURSE OF ACTION Best Case Scenario: Addams Family

Mixed to negative reviews Consistent:100% capacity 3rd in gross to “Wicked” and “The Lion King” Success: beloved brand-name title, star power,

nostalgia and successful marketing

Worst Case Scenario: Charlie Sheen Train wreck with no conductor Bad press is not always good press Negative ‘N score’

Q & A