Broadway Posters vs. Movie Posters

[macbeth]

Posted: 3/22/25 at 10:46am

Howard Sherman raises an interesting question about how Broadway posters are starting to resemble film posters, and I don't think it's for the better. 

https://www.thestage.co.uk/opinion/the-art-of-publicity-why-theatre-posters-are-stealing-a-trick-from-the-movies-the-last-five-years-jason-robert-brown-musical-howard-sherman?fbclid=IwY2xjawJLrD9leHRuA2FlbQIxMQABHadiJgm-61eAzpar7TrYRw2LY7C2VvysfmK2hOdluHcehRm7n44ek1CuTA_aem_EzgR4wo0l9RS2xm4SpDXpA

Nor do I think it sells more tickets or establishes a brand for a show the way iconic logos can from Follies to Cats to Phantom. 

[Kad]

Posted: 3/22/25 at 11:13am

There is a definite sense of homogeneity across Broadway marketing these days- most productions have a key art photoshoot that looks like the other key art photoshoots, the logos are minimal, unmemorable, and don't take risks, merch is generally unimaginative. Unimaginative, overall, is how I would describe the state of things, which makes shows that deviate pop all the more.

[BorisTomashevsky]

Posted: 3/22/25 at 11:31am

The first use of photos I remember on a Broadway poster was for the revival of Chicago where it was of a style and looked great. Maybe there were other instances earlier that I don’t know of.

I think the Broadway production of Hedwig really started this current trend of ‘photos of the stars’ as the key art. 

[dramamama611]

Posted: 3/22/25 at 1:07pm

Re: Merch (or ZZZZzzzzz.)

 

I stopped buying most show merch years and years ago.  (There have been exceptions of course, but I'll guess I purchase something for only a tenth of the shows I see - and for those that don't "know' me - I am lucky that I see a lot.)

That being said, until recently I have always loved LOOKING at the merchandise.  But now, I find it so lacking creativity or any real interest that often I don't even look anymore.   

I did buy the souvenier (sp?) program for OM - as I just really was interested in all the background info it provided.   I've enjoyed having it very much.  (But who knew prices were up to 30 bucks!)

I think it's impossible for most of us to ever really know how much the posters help or hinder any show to be honest.   And I don't think most of us here make decisions based on that anyway.   But what do I know.

[Melissa25]

Posted: 3/22/25 at 6:13pm

It is really sad. I used to collect window cards but I have not bought one in a long time. I was hoping to see McMullan's new poster for Floyd Collins but that did not happen. I thought there'd be some fun character driven stuff available at Dorian but no such luck. 

[TheatreFan4]

Posted: 3/22/25 at 6:23pm

BorisTomashevsky said: "The first use of photos I remember on a Broadway poster was for the revival of Chicago where it was of a style and looked great. Maybe there were other instances earlier that I don’t know of.

I think the Broadway production of Hedwig really started this current trend of ‘photos of the stars’ as the keyart."

The thing is that Hedwig was doing that going back all the way to the Jane Street production. Most Hedwigs got their own Playbills featuring them on the cover.

[ErmengardeStopSniveling]

Posted: 3/23/25 at 1:06am

Broadway has a big logo problem. When you only have 3 agencies, everything starts to look the same.

That said, it's 2025, and people are drawn to seeing people, and advertising must work across all sorts of platforms. If you have a star, it helps to reinforce the name with the face. Hand-drawn logos were a necessity in an age when shows were doing print advertising and a lot of it would appear in b&w. Also: one cannot criticize this industry's changes without examining how ALL products are advertised now vs 10, 25, 50+ years ago.

I find the photo-based key art for GN&GL and John Proctor to be both artful and an effective sales tool. 

What's NOT attractive is advertising via headshots (Glengarry, Our Town), or overly busy photo art (Smash, DBH, MHE), or whatever the hell Gypsy is doing. But some of those shows have still sold decently well –– better than shows like Last Ship and Swept Away that had gorgeous, painterly art.

Long-running musicals benefit from evergreen artwork that can be replicated regardless of who is in the show. Hamilton, Wicked, Mamma Mia, Lion King, CamMack's big shows, etc...there's real iconography. But a lot of shows nowadays would be thrilled to surpass one year. DBH probably thinks "if we're lucky to last beyond Megan & Jen's contracts, we'll figure the art pivot out at that time."

Updated On: 3/23/25 at 01:06 AM

[Fan123]

Posted: 3/23/25 at 5:43am

What I've seen online of Korean promotional art and posters in recent years, is far superior to the average Broadway equivalent. Korean show art does use photos of the cast(s), but in ways that play up the intriguing aspects of the shows and characters. Take a look here for some examples: https://koreanmusicals.tumblr.com/

[rosscoe(au)]

Posted: 3/23/25 at 8:53am

Some of that Korean art work is incredible. I used to buy show T-shirt, haven’t for years. Just give me the shows name in small font on the breast area. That’s it, simple.