What Does a General Manager Actually Do for a Reading?

In professional theater, the title "General Manager" often conjures images of Broadway contracts, union negotiations, and large-scale logistics. But one of the most critical (and often overlooked) places for a general manager's presence is in the earliest phase of development: the reading.

Whether it's a private table read for creatives or a public industry presentation, readings are where the future of a play or musical can be made or broken. And a great general manager (GM) can be the linchpin that turns a chaotic creative experiment into a polished step forward in a show's journey.

So what does a general manager actually do for a reading?

In this multi-part weekly series, I’ll be breaking down the following subjects for you:

1) Budgeting & Financial Oversight (Read More...)

Before a director is hired or actors are approached, a GM builds the budget. Even a simple 29-hour reading involves significant costs: actor and creative fees, rehearsal space, script printing, insurance, transportation, and hospitality. The GM creates a clear budget that supports the producer’s goals—whether that’s showcasing a star, creating a showcase for investors, or experimenting with a new structure in a workshop setting.

2) Hiring & Union Compliance (Read More...)

For Equity projects, the general manager ensures everything is above board: contracts, rehearsal hours, stipends, and pension/health contributions. The GM handles the paperwork, negotiates with unions if necessary, and ensures compliance with the specific type of reading or workshop agreement being used (such as the AEA 29-hour Reading Agreement).

3) Space, Schedule, Script

You'd be surprised how many promising readings fall apart over avoidable logistics: actors booked for overlapping rehearsals, no script copies on Day 1, or a venue that doesn't meet AEA standards. A GM handles this from top to bottom by booking studios, coordinating schedules, securing insurance, and making sure the table has snacks and sharpened pencils.

4) Casting & Contracts

While the casting director finds the talent, the GM is the one sending out contracts, negotiating terms, and making sure everyone's paperwork is signed and legal. They also track conflicts and ensure that all hires (from stage managers to music directors) are paid on time and properly documented.

5) Managing Expectations: Creatives, Investors & Industry

In industry readings, producers often invite potential investors, press, and theater partners. The GM sets the tone by crafting RSVP systems, handling NDAs (if needed), and coordinating hospitality or follow-ups. They also help manage expectations around what kind of feedback is expected-or not-from these guests.

6) Tracking & Documentation for Future Phases

The GM keeps detailed records of what was spent, who was involved, and what needs to change for next time. They build the paper trail that will one day support a production contract, union pension contributions, and producer recoupment. A show's path to production often involves multiple iterations, and the GM ensures consistency and institutional memory from one phase to the next.

Bottom Line…

For playwrights, composers, and directors, a good GM is not just a bureaucrat, they're a partner who protects your work. They create an environment where your ideas can be tested safely, affordably, and professionally. In short, if you're serious about your play or musical, hire a general manager or executive producer for your reading. They don't just help you survive development, they set you up for long-term success. 

Need help producing or managing your next reading or workshop? I specialize in helping new plays and musicals move from page to production. Let's connect!

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