Virtual Stage Lab's Free Streaming Platform Links Theater and Film to Recode Development

A New Era for Theater: Virtual Stage Lab Redefines the Industry

Theater has long been a vibrant and dynamic art form, but the past few years have brought significant challenges, especially during the height of the pandemic. As live performances were halted, the industry had to find new ways to keep the creative spirit alive. One such innovation is the Virtual Stage Lab (VSL), an initiative that is reshaping how theater productions are developed, shared, and experienced.

Virtual Stage Lab is more than just a platform for streaming plays and musicals. It serves as a digital hub where investors, creatives, and theater enthusiasts can connect. By offering an accessible and affordable alternative to traditional readings, VSL is addressing a longstanding issue in the theater world. These readings, often seen as essential for showcasing new works, can be time-consuming and costly, leading to what one co-founder described as “29-hour zombie walks.” VSL aims to eliminate these hurdles while also providing a SAG-approved contract for performers and a free website for creators.

The team behind VSL includes Tony nominee Paul Gordon, known for his work on Jane Eyre; Broadway bookwriter David Goldsmith, who contributed to Motown The Musical; and Melody Munitz, a performer-producer with credits including the national tour of The Addams Family. Together, they are working to revolutionize the way new works are presented and supported.

Goldsmith emphasized the importance of using modern technology to create opportunities for development and promotion. “There was a way to use the tools that are now available in technology and filming to create the opportunity for not only a developmental tool that you can look at what you have and see what needs to be fixed, but also a promotional tool that you can use to attract investors, producers, licensers, et cetera to your work,” he said.

So far, VSL has five shows in its portfolio, each with unique stories and appeal. These include Ribbit, which was recently acquired by Uproar Theatricals for licensing; My Improbable Sister, starring Jasmine Amy Rogers; Five Women At An Airport, a pandemic-era musical dramedy; and Grief Dialogues, an immersive short-play collection. All of these are available on YouTube, Instagram, TikTok, and the official website, www.VirtualStageLab.com.

Paul Gordon, who first experimented with streaming a decade ago with Daddy Long Legs, believes there is a growing demand for a more “democratized” form of theater. “I think we’ve solved a problem that the industry didn’t even know needed to be solved,” he said. Streaming versions of shows can create digital-first assets, something that has helped several Broadway hits rise from humble beginnings.

TikTok and YouTube have played a significant role in this shift, enabling shows like Be More Chill, Six, and & Juliet to gain widespread recognition. Gordon highlighted the benefits of this approach, noting that it allows for cost-effective production while also creating content that can be observed, shown, shared, and used to build a brand on social media.

Melody Munitz echoed this sentiment, emphasizing the importance of content in today’s world. “I think we are in such an age where having content is so crucial,” she said. Whether it's a fan, a high school theater kid, or a producer looking to support a new musical, having accessible content is essential.

The impact of the pandemic on the theater industry cannot be overlooked. With entire theaters shuttered for a year, the need for innovative solutions became urgent. Goldsmith explained that the co-founders and collaborators asked themselves, “How are we going to rise above, not only a broken industry, but a glut of content?” VSL emerged as a response to this challenge, offering a way to make content more accessible and visible.

Alexandra Silber, a Broadway veteran who directed Five Women At An Airport, praised VSL for its unique approach. She described the experience as eye-opening, noting that it gave her a sense of creating something “not-yet-conceived of.” Theatrical work that follows this path can be nurtured, uplifted, respected, produced, recorded, shared, monetized, and democratized for all to benefit. This, she believes, is the next wave of how we participate in theatrical storytelling.

As the theater industry continues to evolve, initiatives like Virtual Stage Lab are proving to be vital in shaping its future. By leveraging technology and fostering collaboration, VSL is helping to ensure that theater remains a relevant and accessible art form for generations to come.