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What, then, accounts for the current era of long runs? One major factor is the rise of consumer air travel. Once tourism became another means of keeping up with the Joneses, or the Tanakas, seeing particular Broadway hits entered into the scorekeeping. Says Harvey Sabinson, executive director of the League of American Theaters and Producers: "It was not until at least the mid-'70s that we on Broadway began to think of ourselves as a tourist attraction and market that way. Once we did, it gave us a bigger audience and shows a longer life."