What we believe.

A great piece of theater is never finished, but at some point it has to start.
Why not now?
— Matt Kagen, co-founder

Spending years in development is draining and demoralizing. We want to change that.


For a script to become a play, it needs a production. Without a production, a script is just paper with potential.

Many of today's best scripts do not become productions. In part, the problem is perception —  new play productions are either multi-million dollar Broadway investments, or winners of a coveted slot in a top non-profit theater season. Without a massive budget or backing from a gatekeeping institution, a micro-budget new play is seen as an amateur effort. To minimize financial risk, producers encourage new playwrights to have readings for a tiny private group instead of public productions, promising a production later...and then the production never happens.

New artists making plays for today are being told to wait until a future audience sees them. 

We don't want to wait.

Here at softFocus, we're applying the principles of lean startup development to theater so we can get new voices to new audiences faster.

Our mission is ultimately to discover our new favorite writers and harness the new rules of innovation to make sure a ticket-buying audience can experience them, too.

So we're building a new play accelerator that connects playwrights to an engaged audience through real time New York premieres. Powered by a network of top theater producers, designers, and growth strategists, softFocus strives to produce high-caliber micro-budget premieres that function as a living, breathing prototype of what an artist has to offer to the city, the industry, and the conversation.

It's Minimum Viable Product meets mixtape drop.

We want to make independent theater in New York more collaborative, nimble, and relevant in the digital age — and for ticket prices accessible to all.

The softFocus model provides artistic development, followed by a heavily-marketed premiere on a New York stage. Page to audience in 6 months.

A great piece of theater is never finished, but at some point it has to start.

Why not now?