A Toronto production of the “Terracotta Warriors”, a $3.5-million “action-musical,” is packing the theatre with ethnic Chinese patrons. “The production is “part of a new push by theatre producers to target niche ethnic markets in cities (Toronto, London, New York) where culturally diverse populations abound but theatrical representations of them remain scarce. Ethnic marketing is not a new concept itself but its application to theatre is. To put it bluntly: Blacks are a desired and untapped demographic. So are the Chinese and the South Asians.”