How do you advertize a Broadway show? “Theater has lagged behind other industries in tapping ways to attract audiences. The reason it is slow is because there’s a ceiling on how much money we can make. The rule of thumb for what a Broadway show should spend each week on advertising is about 10 percent of a production’s weekly potential gross. For “Wicked,” which has a gross potential of more than $1.15 million each week, that would translate into more than $100,000.”