Some Tips for Theatrical Dealers Sigmund Freud, the father of psychoanalysis, is said to have cried out in despair: “What do women want?” That was in 1927 and I'm not sure anyone has successfully answered the question. But in more modern times, I hear a lot of theatrical supply dealers ask: “What do the customers want?” That one I think I can answer, based on several years of extensive research. Every year, we here at Rosco run a number of focus groups among customer-users of color ...

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