UTA’s Nick Nuciforo Surveys a Resurgent Live Comedy Scene
variety.comMalina Saval Associate Editor, FeaturesAs our driver approaches the Wiltern Theatre from a jam-packed stretch of Wilshire Boulevard, Nick Nuciforo, partner and head of comedy touring at UTA, keeps his eyes locked on the line snaking out from the theater’s front entrance.
It’s an early May evening, cool and breezy, and the marquee pulsates with electric blue and red. The words “Netflix Is a Joke: The Festival” stretch wide across the sign, with “Chelsea Handler,” the night’s sold-out act, in black lettering. “I want to see what’s happening out in front of the venue,” says Nuciforo, craning his neck as we inch down a side street. “I want to see, is there a line?
Is the line moving? How backed up is it? I start to think about what’s happening at the venue. I observe who’s in the line because I want to better understand the consumer.
We have a lot of tools that we use at the agency to get a proper understanding of who the fans are — through data and analytics and metrics.
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