BorisTomashevsky said: "David Merrick would close at the whiff of a flop. Of course that was mostly his money. The whole “give struggling shows a chance/this deserves to be seen” thing is pretty modern."
This seems to be part of the decision-making tension: deciding on the appropriate timeframe for an audience, public awareness/word of mouth, et al to build.
I don't know how it happens in theater producing, but in our corporate decision-making, when proposing a new initiative we have to answer:
- What results do we expect? On what time horizons? What assumptions are behind these projections?
Making this explicit, allows us to compare results at specific future milestones, check how well our overall assumptions are measuring up against current reality, and make any strategic or tactical adjustments.
In some cases before a new project is advanced, we also determine an objective metric for killing it off. This helps prevent some of the more personality- or emotion-driven defenses that often come up when a project isn't performing as expected, but some still want to keep investing in it.