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The artistic expression of theater and the promise of profits that come from marketing efforts have always been an unlikely pairing. One might ponder, "How can audiences be truly moved by a theatrical experience if they have been moved into their seats by a two-for-one offer on the back of a fast food coupon?" Nonetheless, marketing the theater, with the intention of broadening audiences to include the entire family, has put The Scarlet Pimpernel, Beauty and the Beast, Jekyll & Hyde, and The Lion King, among other shows, on everything from city buses to milk containers, and with largely successful bottom-line results.