"it wouldn't be opened as long as it has been without that because the show is really bad"
Uh, sorry, but advertising was not the key to Mamma Mia's success. The show was a hit in London and on tour before it arrived on Broadway. Eurpoean tourists already knew the show and a huge positive buzz allowed the show to open with a bang and it has stayed in the top 5 ever since. Probably the number one reason of the show's success is featuring the music of ABBA. Even 25 years after their split, they have remained the number one pop group in the world. The second reason for success would be creating a fluffy fun book show that was neither overstuffed with plots, nor insultingly simple rather than simply a revue of songs which would serve as nothing more than a hit parade. Third would be marketing and their rather amazing worldwide sales have made it possible for the producers to spend more money on advertising, but even vast amounts of advertising can't save a bad show (Brooklyn).
All Shook Up had some fun moments, and the cast was great, but it didn't fix the rather confusing and muddy book. Since I dn't live in NYC, I don't know about its marketing, but that can surely kill a show. It did have quite a prominent presence on Times Square and hotels were loaded with flyers, so it's not like they didn't flood the biggest tourist spot in the city.
"What can you expect from a bunch of seitan worshippers?" - Reginald Tresilian