A nice opportunity for this play. They will have a better chance of reaching a target demographic uptown than they would in an Off-Bway house like the Westside or Greenwich House.
However, it would be an absolute fool's errand to get the Apollo designated as a permanent Broadway house:
– There would be cries of gentrification from leaders in the black community, unless it was going to be exclusively dedicated to producing works by artists of color. That area is already getting whiter, but this could take it to the extreme.
– 1500 seats is an impractical size for any Broadway show nowadays, imho.
– There's a huge difference (60 blocks) between the Apollo at 125th vs Lincoln Center at 65th (which is away from the theatre district but still walkable from Times Square). It would entirely re-define the meaning of "Broadway"...and within months, the Public would announce plans to add 201 seats to The Newman so it can also be designated "Broadway." (A slightly wider landscape isn't a bad thing, especially considering what Times Square has become, but there are limits.)
– It would be virtually impossible to recoup a commercial production in Harlem unless you had a major star or huge title. As we've seen with Slave Play and Holler If Ya Hear Me and many other shows, it is VERY hard to convert new ticketbuyers, especially at a sustainable Broadway price of $100+.
– It would kill any tourist traffic and casual theatergoers who don't live on the UWS or above. Harlem is still (wrongly) viewed as a dangerous place to most tourists, especially at night...and a "clean up Harlem" PR campaign would again be viewed as gentrification.
– Imagine getting the out-of-town Tony voters up to 125th?! It's hard enough getting them to attend plays and shows at the non-profits!
It would be nice if more shows did play the Apollo (like Dreamgirls in 2009) to keep things interesting. How great would it be if next time Denzel Washington or Jeremy O. Harris get the itch to do a play, they say "let's skip Broadway, do 10 weeks in Harlem, and half the tickets are under $35."
Updated On: 1/23/20 at 06:54 PM