Broadway Grosses: Week Ending 8/10/25- Page 2

[MayAudraBlessYou2]

Posted: 8/12/25 at 5:39pm

There is no set formula to announcing a recoupment. And it involves a variety of factors. 

First off, there is no rule saying that shows must make such an announcement. And indeed, many do not. It used to feel like tradition to make this announcement, but the landscape has shifted in recent years. There is a growing trend among limited run shows to announce recoupment at the end of the run. Open ended musicals are more likely to announce closer to when the actual recoupment happens. Often it comes down to optics and the need (or lack of need) for press around such a thing. An open ended big-budget musical needs lots of different types of press over the course of its life. And saying "we recouped! Yay!" is equivalent to saying "we are a success!" which attracts ticket buyers. In the &Juliet example you mention, the gap of a few weeks might have to do with finalizing paperwork, creating social and press materials, or simply waiting for an opportune slot in their press schedule. Limited runs, by contrast often have tightly planned press schedules over however many months. So this announcement is often saved for the final week or two because it has the celebratory "going out with a bang" feel to it. It may also depend on the overall landscape of the season. If it's been a rough year and tons of shows are flopping financially, some producers feel it in bad taste to announce a recoupment, as if it were boasting. 

[AKarp2013]

Posted: 8/12/25 at 5:41pm

THANK YOU!!! Appreciate the response big time.

[quizking101]

Posted: 8/12/25 at 5:44pm

It may also come with the announcement of an extension, re: OH, MARY. They announced a six month extension from January 2025 to June 2025 when they recouped on Thanksgiving 2024