Block has a couple of ideas to set it apart from most Canberra theatre. In its first year, the company will produce two shows, both to be directed by Block: Jason Robert Brown's The Last Five Years and Stephen Sondheim's Into the Woods.

Block - who's been an actor, director and production manager in various local productions and worked as a committee member and treasurer since 2006 - has had the opportunity to learn both the business and artistic sides of theatre.

"I just loved the scene, loved the people ... loved the experience created for everyone. That's what I want to do - create that."

He wants the shows to be enjoyable both for those involved in putting them on and those who come to see them.

Block is putting his own money into the venture and acknowledges the risks and the competition - for shows, for venues, for cast and crew members, for audiences - but is still going ahead.

"There are two reasons I'm fairly confident. The first is that there's a really supportive community in Canberra really eager to see something like this."

He intends to produce the shows on a co-operative basis with those involved.

"The way it works is everyone involved gets an initial fee for their contribution and then if there are profits after all expenses have been met 50 per cent is retained by the company and the other 50 per cent is share equally among everyone."

He thinks the theatre community will like the idea of all those putting their time and expertise into a production being financially recognised for their efforts.

The other reason, he says, is that he is going to devote a lot of attention to the marketing of his shows.

"Most other theatre companies, practically all other theatre companies spend less than 1 per cent of their time on the promotional side of their shows."

He thinks The Last Five Years - a two-person show about the course of a relationship told from both perspectives, one running forwards in time, one backwards - and Into the Woods - a fairytale musical mixing different stories with a more cynical take than usual - will benefit from the free online and theatrical exposure of their film versions (Into the Woods has recently been in cinemas; The Last Five Years has not yet been released).

Block runs a publishing company and will bring his business experience to bear on the marketing of shows to different demographics and using different media.

He thinks university students, for example, are often looking for something upbeat and energetic while older audiences want something more moving and profound.

Too often, he says, companies fail to provide a compelling reason to come to see their shows. And given the amount of competition and the tendency of people who might not be able to afford too many nights out to rely on shows they know, he thinks that's crucial. It's up to him to devise ways to appeal to these different markets and convince them to come to his shows.

"Therein lies the challenge."

He's also been looking into forming partnerships with different venues and people. The Last Five Years will be performed at Teatro Vivaldi in the ANU Arts Centre in a dinner/show format and Into the Woods will be presented at Gungahlin Theatre in partnership with the ANU School of Music. The theatre is at Gungahlin College which Block says wants to promote it as a venue for outside use, in the manner of Erindale College and its theatre.

The Head of the School of Music, Professor Peter Tregear, says he was happy to become involved when approached by Block. The school puts on its own productions every second year and Tregear says Sondheim's music gives great opportunities to young voices who are not yet capable of singing the likes of Verdi.

"Pedagogically speaking it's terrific repertory to do."

He's also sold on the artistic quality of the material.

"Two members of the staff have very strong performing backgrounds on Sondheim," he says.

"Erin Helyard had one of his early breaks as an opera conductor in Into the Woods in Sydney. The other is me! My big break in theatre was as conductor of Sweeney Todd."

Academic commitments will prevent either of them from participating directly in the show but they will be encouraging students to audition both for singing roles and for the orchestra as well as providing mentorship for those who participate. And Tregear has already made a significant contribution.

"I was able to get in touch with a colleague at Victorian Opera because I was aware they did an award-winning production of the show in 2014, wondering whether we could get a loan of their production - he agreed."

The costumes had intentionally been made adjustable with the thought they might be used by other companies and together with the sets they will help to give the Canberra Into the Woods a professional look.

Block says he thinks Canberrans - those in musical theatre and audiences - are ready for his new company and his novel approach to musical theatre.

"I think they're ready to take the step and hopefully everything will come across."

The Last Five Years is on at Teatro Vivaldi, ANU Arts Centre, from April 23-May 2. Into the Woods is on at Gungahlin Theatre from August 28-September 12. Website: stagecenta.com