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I think somewhere in the '90s, it started to shift, and you started to see a lot of film and television actors doing theater, and producers using the notoriety of the film and television actors to sell tickets.

Zachary Quinto
Thinking, Tickets, Film And Television
Interview with Patrick J. Adams, www.interviewmagazine.com. September 18, 2016.
I think somewhere in the '90s, it started to shift, and you started to see a lot of film and television actors doing theater, and producers using the notoriety of the film and television actors to sell tickets.