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Streaks, Sellouts & Scandals
Cael Schwartz
September 02, 2025
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I’ve got my 4th improv show tomorrow night. Here’s the backstory:
We’ve got about 20 tickets left to tomorrow’s show.
For our first three shows, the sellouts came decently easy. Dare I say were on fire. Zero marketing spend. Grassroots, word of mouth. Just tickets selling because, well, they just were.
And then came this week. The streak is in jeopardy.
We’ve been making excuses, naturally:
People are still recovering from the long weekend.
Fall is chaos, everyone’s overbooked.
A Wednesday night improv show is… not exactly date night material.
But here’s the truth: this is just the classic arc of any new thing. First, you get the “shiny object” bump—friends pile in, hype carries you, growth feels effortless. Then reality taps you on the shoulder and whispers: “Hey buddy, now you actually have to work for it.”
I’ve seen the same thing at Mugsy a thousand times. You launch something new—sales pop, momentum feels unstoppable. Then the graph flattens. You start refreshing dashboards hoping for a miracle, but what you really need to do is adjust, get creative, and grind.
That’s where we are with the improv show. The honeymoon’s over. Now it’s about finding new ways to pull people in—maybe press outreach, maybe bigger social pushes, maybe a fake scandal. (“Local improv group accused of performance-enhancing laughter.”)
The point is: hot streaks cool down. And that’s fine. The streak was never the point. The point is to keep showing up, keep tweaking, keep putting in the reps.
So yeah, maybe we sell out again tomorrow. Maybe we don’t. Either way, the show is going to be a blast. The cast is fired up, the jokes are sharp, and the audience (that’s you) is what makes it work.
If you’re in New York—come hang. Help us keep the streak alive, or come be part of the first “not-quite-sellout” in our young, scrappy history. Either way, you’ll laugh.
