A Wicked Way to Advertise

For those of you who are not particularly familiar with my opinion of the musical Wicked, in a nutshell, it’s not on my favorable list. That in itself is a conversation for another time. That being said, I am very excited when any musical does something that pushes the envelope in regards to advertising. Wicked is a show that is special in that it has been such a success that the producers are more willing to experiment and gamble with how to best package their product.

Recently I took a train out of Penn Station and noticed something I’ve never seen before. Posters, images, review quotes, etc. for the musical Wicked are plastered everywhere in the main terminal of Penn Station. You might be thinking: “Everyone does paper advertising and posters in various places.” Yes, but they have chosen a very specific place to flood information to their potential ticket buyers.

Let’s say you are coming in from the front entrance below Madison Square Garden. You go down the escalator where you are greeted with a staircase that is now dressed as the Wicked cover art. As you keep walking, you see columns that are completely surrounded by images of Glinda and Elphaba, as well as review quotes. You then enter the main Amtrak lobby where there are two gigantic displays on either side that feature cover art. As you’re walking, every clock in the place has the small Wicked title treatment next to it. Basically, if you have two eyes and a pulse, you are going to see a lot about Wicked in Penn Station.

Needless to say, I think this is a brilliant move. The producers have decided that during the toughest time of the year to bring in audiences (January-March), they would go right to the crossroads of where their newest potential ticket buyers, tourists, will be looking for how to spend their time in New York City. With the whole place being decked out in green and black, how does a tourist not want to see a show that is pretty much being billed as the only show in town? The viewer isn’t seeing a selection of shows to choose from to get a whole sense of what stories are being told on Broadway. They are being presented with the show they believe is the must see it and by the time they walk back into Penn Station, they can say that they saw the musical that everyone is talking about.

Brilliant. Absolutely brilliant. Of course, it’s easier to make bold choices when your show grosses over a million dollars a week. At the same time, they are finding new ways to bring audiences into the Gershwin Theater. In addition to Penn Station, they have an aggressive radio campaign to target older audiences who might want to bring their families to the show, as well as a new trend of having instant translation of the musical into many languages. This device brings an international audience into their show because of this wonderful instrument of access.

It’s pretty remarkable that a book musical (regardless of my personal opinions) has been such a box office hit in this marketplace. Add on the fact that the musical is housed in one of the largest venues on Broadway, the Gershwin Theater, and it’s even more impressive. Can Wicked be the next Phantom of the Opera and become the longest running show on Broadway? I don’t think so, but I bet it will be one of the longest running shows by the end of its original Broadway run. Kudos to those producers who dared to put on an enormous production on Broadway and made sure they found a wide-ranged audience.

Exciting Musicals for 2010

Looking forward towards a new year of musical theater is a pleasant thought these days. There's so much to be excited for in the coming year. I thought a great way to kick off this new year would be to talk about a few musicals that I am excited to see. What follows is a description of the piece, taken from the press (in quotations), as well as my own thoughts.

1. The Burnt Part Boys -
Book by Mariana Elder
Lyrics by Nathan Tysen
Music by Chris Miller

"The Burnt Part Boys is set in West Virginia in 1962. The musical follows a group of teenagers whose fathers were killed ten years earlier in a tragic coal mining accident. When they learn that the mine will be reopened, they set out secretly in the hopes of seeing the site, and keeping it closed. A deeply moving and powerful odyssey, The Burnt Part Boys is an unforgettable coming of age tale, set to a haunting and distinctive bluegrass and pop inspired score."

This musical has been in development for a while and cannot wait to see the outcome of all that hard work. You have to appreciate a musical that is co-produced by three non-profit theaters (NY Stage & Film, Vineyard, & Playwrights Horizons).

2. The Kid -
Book by Michael Zam
Lyrics by Jack Lechner
Music by Andy Monroe

"This musical is based on the true story of what happens when sex columnist Dan Savage and his boyfriend decide to start a family. Winner of the 2009 Jerry Bock Award for Excellence in Musical Theatre, The Kid is The New Group’s first musical since 2004’s Tony-winning production of Avenue Q. Winner of the 2009 BMI Foundation Jerry Bock Award for Outstanding New Musical, The Kid is The New Group's first musical since 2004's Tony-winning production of Avenue Q."

It's very exciting that the New Group has taken the challenge of producing this musical. So many wonderful musicals are written at the BMI Workshop and I'm looking forward to supporting the work of new musical theatre writers.

3. The Scottsboro Boys
Book by David Thompson
Music & Lyrics by John Kander and Fred Ebb

"From the legendary songwriting team of KANDER & EBB (CABARET, CHICAGO, KISS OF THE SPIDER WOMAN), THE SCOTTSBORO BOYS is a stirring new musical that explores the infamous 1930’s ‘Scottsboro Case’, in which a group of innocent African-American teenagers are falsely accused of a terrible crime — ultimately provoking a national outrage that sparked the American Civil Rights movement. With a book by DAVID THOMPSON (STEEL PIER), Tony Award-winner SUSAN STROMAN (THE PRODUCERS) directs and choreographs a stellar cast led by Tony-winner JOHN CULLUM (URINETOWN), BRANDON VICTOR DIXON (THE COLOR PURPLE), and COLMAN DOMINGO (PASSING STRANGE) on The Vineyard’s intimate stage. Do not miss your chance to see the next major American musical from the Tony Award-winning VINEYARD THEATRE."

Just when you thought there weren't anymore new Kander and Ebb musicals, The Scottsboro Boys provides their canon with a very different entry. I'm very curious to see what Susan Stroman creates this spring. Kudos to the Vineyard Theatre for developing this piece and giving it a home in New York.

4. Bloody Bloody Andrew Jackson
Written by Alex Timbers
Music & Lyrics by Michael Friedman

"Following a sold-out run at last year’s Public LAB, BLOODY BLOODY ANDREW JACKSON returns! BLOODY BLOODY ANDREW JACKSON audaciously redefines America’s seventh president, the man who invented the Democratic Party and doubled the size of our nation, with a raucous blend of outrageous comedy, anarchic theatricality and an infectious emo rock score. "

After a successful development production of the musical, I'm ecstatic that the Public chose to produce a full production. The writers, who frequently work with The Civilians, have created a musical that is destined to have a cult following. I really hope that this becomes a hot ticket downtown.

5. Million Dollar Quartet
Written by Colin Escot and Floyd Mutrux

“MILLION DOLLAR QUARTET is the new smash-hit musical inspired by the famed recording session that brought together rock 'n' roll icons Johnny Cash, Jerry Lee Lewis, Carl Perkins and Elvis Presley for the first and only time. On December 4, 1956, these four young musicians gathered at Sun Records in Memphis for what would be one of the greatest jam sessions ever. MILLION DOLLAR QUARTET brings that legendary night to life, featuring a score of rock hits including "Blue Suede Shoes," "Fever," "That's All Right," "Sixteen Tons," "Great Balls of Fire," "Walk the Line," "Whole Lotta Shakin' Goin' On," "Who Do You Love?," "Matchbox," "Folsom Prison Blues," "Hound Dog" and more.”

This musical was a smash hit out in Chicago and begins its Broadway run this spring at the Nederlander Theater. In my eyes, this musical will either be a huge smash or might not find its audience. It also might be overshadowed by the fact that Memphis has many similar attributes. At the same time, I'm really looking forward to seeing what the book writers did to create a story that uses these great songs to elevate the circumstances of the plot.

6. Spider-Man: Turn Off the Dark
Book by Julie Taymor and Glen Berger
Music & Lyrics by Bono and The Edge

"Drawing from over 40 years of Marvel comic books for inspiration, Spider-Man spins a new take on the mythic tale of a young man propelled from a modest rowhouse in Queens to the sky-scraping spire of the Chrysler Building, the bustling offices of the Daily Bugle, through the dizzying canyons of Manhattan, to new vistas never before seen. The musical follows the story of teenager Peter Parker, whose unremarkable life is turned upside-down — literally — when he's bitten by a genetically altered spider and wakes up the next morning clinging to his bedroom ceiling. This bullied science-geek — suddenly endowed with astonishing powers — soon learns, however, that with great power comes great responsibility as villains test not only his physical strength but also his strength of character. Spider-Man's battles will hurtle the audience through an origin story both recognizable and unexpected — yielding new characters as well as familiar faces — until a final surprising confrontation casts a startling new light on this hero's journey."

It doesn't get anymore of a toss up than this webbed musical. Of course, by now you've probably read about all of the troubles this musical has gone through this year. For me, I'm just happy they now have a plan to move forward and get this piece onto the stage of the Hilton Theater. If there is one thing on this earth that is true, it is that whatever Julie Taymor touches is always interesting. I'm looking forward to seeing this piece come to life.

7. In Transit -
Written by Kristen Anderson-Lopez, James-Allen Ford, Russ Kaplan and Sara Wordsworth

"In this fresh take on the modern musical, seven performers take on multiple roles and create every note with their own voices for a rich theatrical experience unlike anything you've ever seen (or heard) on stage before. Inspired by the rhythms and sounds of life on the subway, In Transit follows an aspiring actress, a fledgling financier, a street-savvy beatboxer, a cab driver, and others as they find their way in New York City. The result is a vivid tapestry of characters and music in the City that never stands still."

I cannot tell you how excited I am that this musical is getting a New York City Premiere! It has all the elements to be a successful fan favorite Off-Broadway. This story, told through a capella music and a beat boxer, weaves a wonderful tapestry about New Yorkers that is original and full of fun and heart.

8. American Idiot -

Book by Billy Joe Armstrong & Michael Mayer
Lyrics by Billy Joe Armstrong
Music by Green Day

"Green Day won two Grammys for its multi-platinum album American Idiot, which sold more than 12 million copies worldwide. Now those searing songs seize the stage with the director behind Spring Awakening, the groundbreaking musical that earned eight Tony Awards and enthralled audiences around the world. American Idiot follows working-class characters from the suburbs to the city to the Middle East, as they seek redemption in a world filled with frustration. This high-octane show features every track from the album, plus several new tunes from Green Day’s newest release, 21st Century Breakdown. With an on-stage band and a cast of 19, American Idiot will take you on an exhilarating journey borne along by Green Day’s electrifying songs."

Since this project started its development, I have been camped out for its inevitable New York Premiere. One of my biggest hopes for the musical theatre is that popular music artists will have a story to tell on the musical stage. Paired with collaborators from the theatre world, I think this type of storytelling can be electric. We've seen through pieces like Passing Strange and Spring Awakening that there are stories that are meant to be told on the stage by people who aren't your typical writers. There's a place for all of these pieces in the canon. I'm so excited that Billy Joe Armstrong decided to be bold and work with Michael Mayer and Tom Kitt to bring their story to the stage.

So that is what I'm excited for this year. What excites YOU about the musical theatre for the new year? Leave your comments and vote on the poll.

Best Broadway Musicals of the 2000s

As we say our goodbyes to the first decade of the new millennium, I thought it would be fun to look back at the musical theatre of the past decade. For me, I thought there were many groundbreaking pieces that have stretched the expectation of what a musical can be.

That being said, here is my list of the Best Broadway Musicals of the 2000s:

15. The Producers - this musical won the most Tony Awards in Broadway history and proved that a "Golden Age" book musical can be a success on Broadway today.

14. Taboo - You might be surprised that Taboo made my list, but I actually saw this show twice! This wonderful musical was overshadowed by the media going after Rosie O'Donnell. If you don't believe me, just think about how in an interview at the end of that season, Stephen Sondheim thought Taboo was the most underrated show of the year!

13. Urinetown - I don't think I ever laughed so hard in a theater as the night I saw Urinetown. I always wonder how much longer the show would have run if it wasn't forced to close due to the demolition of Henry Miller's Theater. Since it closed, I don't think this show has had the kind of life that I would have hoped. I think that many community theatres and colleges haven't acknowledged the satirical nature of this show and hope that some high profile regional theaters will right this ship.

12. Xanadu - I will never forget going to see Xanadu in the second week of previews because I heard it was awful and I wanted to see the damage. Little did I know that I would absolutely LOVE this musical. Douglas Carter Beane did the seemingly impossible: take a terrible film, give it some dramatic relevancy, and create a wonderfully crafted musical.

11. [title of show] - the little musical that could got its shot at Broadway and am so happy that this musical had a future life after its production at the Vineyard.

10. The Drowsy Chaperone - showed audiences that an original musical that is in the style of the classic musical can be a smash hit. It was such a thrill for me to see audiences of all ages enjoy such a positive musical.

9. Passing Strange - From me, this was one of the most exciting musicals I've seen. From the moment the story begins, you are treated to a completely different type of musical storytelling. One of the biggest movements I support is artists coming in from the "outside" and share their musical stories and Stew started a trend I hope will catch on with other artists.

8. Caroline, Or Change - Kushner and Tesori wrote one of the most powerful musicals in the canon of the musical theatre. I will never forget seeing this show early in its Broadway run and finding so much to connect with.

7. Next to Normal - One of my favorite scores of the past decade, I was so inspired by this musical when I saw it at Second Stage. It was so excited to see a contemporary story being told in a perfect contemporary musical style.

6. In the Heights - In the same vein, In the Heights is remarkable for using contemporary Latin rhythms and melody to tell its beautiful and fun story. I remember seeing the show at 37 Arts and telling friends that day that it will win the Tony for Best Musical when it transferred.

5. Avenue Q - One of the biggest thrills of any of the Tony Awards this past decade was when Avenue Q took the prize for Best Musical. It absolutely was the best musical of that year and gave the musical theatre cannon a very different entry.

4. Hairspray - To this day, I still think that Hairspray is one of the best musicals of the past 25 years. When I saw it early previews, I was sold in the first 10 minutes that this was going to be a smash hit. There are moments, like the song "Welcome to the 60s", that I think are among the best pieces of musical theatre dramatic writing that we have. Unfortunately, the movie version is not very faithful to the stage version and most people's perception of the musical is now skewed.

3. The Light In the Piazza - This is the only Broadway musical I ever saw twice in the same month! I was absolutely floored by the beauty and craftsmanship of this musical. I am still so disappointed that this musical didn't take home Best Musical after winning six Tonys! (The top honor went to Spamalot)

2. Spring Awakening - When I saw this musical early in previews, I didn't know what to think of it. I said to myself: I either didn't get what I just saw, or that was one of the most brilliant pieces of musical theatre I've ever seen. I saw the show again the week of the Tony Awards and realized that my opinion was more akin to the latter. The way the authors use contemporary music to tell a story in a timeless way was so well crafted. It was such a thrill to see teenagers and parents in the theater experiencing this musical and being able to have a mature conversation about the nature of sexuality. I can only hope that this piece stays alive in the canon and can be a conversation starter for generations to come.

And the Best of the Best Broadway Musicals of the 2000s goes to..........Michael John LaChiusa's The Wild Party

1. The Wild Party - This selection, to those who know me, is made without any hesitation. I am absolutely enamored with the craftsmanship and artistry of the musicals of Michael John LaChiusa. I think that he is the preeminent contemporary musical theatre artist who has the best toolkit to write in a mature way, but connect with a wide audience. With The Wild Party, he does everything I hope for in a new musical. He challenges standard form, he creates a whole aural world, he dramatically integrates every character to have a specific purpose, and he creates an entertaining way to tell us something about our present state. I can only hope that he will grace Broadway again with another wonderful musical.

So there we are! I hope that you've enjoyed my posts for 2009 and hope that you will join me in this new year to get some perspective about the musical theatre. That being said, why don't you take a moment and click the link that says "Subscribe" to make sure you never miss a post.

Thank you and happy new year!