A decade ago, I was asked by a theater operator to describe what kind of stage show could attract a constant stream of audiences in Beijing - a city where a production that runs for a week is considered a success. In response, I reminded him of an old Chinese saying: "Insiders look for mastery of the trade, and outsiders want a spectacle." You can rely on insiders for word of mouth, but you need to also have outsiders to pack a house, night after night.