Box Office Impact of a Tony Win

[wonkit]

Posted: 4/25/11 at 7:20pm

I have always thought that the conventional wisdom was that a Tony win, even in a major category, doesn't have a significant impact on the box office after an initial pop after the awards show. Can someone give me examples of a show getting off life support because of an award? Or is conventional wisdom right? Thanks!

[ahhrealmonsters]

Posted: 4/25/11 at 7:26pm

I can't say for sure, but I'm assuming that the Tony win has helped Memphis stay afloat. While they're closed now, I think it definitely helped Avenue Q (which is currently enjoying a successful off-Broadway run) and In the Heights. I don't think it did anything to Billy Elliot. It may also have helped South Pacific.

That being said, I may be totally wrong. These are just guesses. Updated On: 4/25/11 at 07:26 PM

[singtopher]

Posted: 4/25/11 at 10:15pm

What is your definition of "significant"? Is that to say X musical was doing average business before it won a Tony for Best Musical and became a run away hit?

MEMPHIS wasn't exactly a hot ticket before it's win, but they did strong business after and have been enjoying a profitable run (profitable meaning not loosing money each week). I would say the Tony has helped it's box office significantly. BILLY ELLIOTT was one of the most popular shows in town prior to the Tony win. If it didn't win the Tony, would it still be making close to $1m each week? I didn't really follow grosses prior to the 2008/2009 season, so I can't speak about previous years.

[defygravity24]

Posted: 4/25/11 at 11:18pm

^ I bet if Billy Elliot didn't win the Tony it would still be just as popular as it was now. It has always been a hot ticket. And Wicked didn't win the Tony, but it's still a huge hit.

[blaxx]

Posted: 4/25/11 at 11:27pm

Since 2001 only one Best Musical Tony winner has failed to recoup its investment.

That is pretty good, if you ask me. I guess Memphis needs to announce recoupment as well.

[CockeyedOptimist2]

Posted: 4/26/11 at 12:01am

Which one, blaxx?

[blaxx]

Posted: 4/26/11 at 12:15am

Thoroughly Modern Millie failed to recoup its original investment.

[frontrowcentre2]

Posted: 4/26/11 at 12:23am

One show that had a big jump in weekly box ofice after being showcased at the start of the Tony Telecast was GRAND HOTEL.
It had been struggling to meet its weekly nut for months then when the production number ("We'll Take a Glass Together") opened the broadcast followed by a Tony win for Michel Jeter, the show got a big boost even though it lost the award for Best Musical to CITY OF ANGELS. By the time it closed GRAND HOTEL had run over 1,000 perfs and had made it into the black.