Prague's traditional reputation for theater is changing as a result of the dominance of tourists. Because theaters can often make more money selling to tourists than to residents, they design thier productions around tourists. Productions are advertised as being understandable for tourists, meaning that they are not in Czech. There are a wealth of opportunities for tourists looking for unique cultural programs etc., but there are not many other sorts of theater for residents. The reputation that Prague is using to attract some of its tourists - (the "intellectual past") will change as the venues that historically were used for provocative and potentially disturbing productions are used for tourist productions instead. One retired theater director commented on the changing needs of the city and the subsequent shift in the role of theater since Communism: "In a dictatorship, people need to renew their values. In a free market economy, people need to relax."