Robbie:
A very succinct explanation is that Be More Chill is a show about high school losers who, through circumstances (sort of) out of their control, become involved in crazy events-- plot-wise, it's is basically halfway between Dear Evan Hansen and Little Shop of Horrors. Since the show is set in high school and deals with issues that affect young people (popularity, friends, being true to yourself/peer pressure, etc.), with a modern-sounding pop/rock score, it has a big appeal with a certain age demographic. Like Phantom and Rent before them, and now Dear Evan Hansen and Heathers, it's the hot new musical popular with teenagers and young adults who are just learning about obsession.
This article is a little more in-depth: https://www.nytimes.com/2018/04/13/theater/be-more-chill-iconis-salazar.html
ETA: I think it's also an issue of scarcity. The show has had exactly 1 professional production (its premiere in NJ in 2015) and a smattering of amateur/school ones since R&H released amateur rights, so people's familiarity with the show is based mostly or entirely around a cast album. They're probably excited (at best, and desperate at worst) to see it performed live.
Updated On: 7/26/18 at 06:33 PM