I scheduled my New York City trip around catching a preview of Dead Outlaw, so I guess I was its target audience. I like dark, off-center, original musicals - and a comedic trip through the dark side of America appealed to me.
Did it totally work for me? No, as I’ve discussed in the threads on the show. But I would much rather that talented Broadway creatives swing for the fences, even on a musical that didn’t seem likely to thrive financially, than to play it ‘safe’ on a movie adaptation that is just as likely to fail.
Assassins, the musical to which I often compared Dead Outlaw, was a financial failure that left many people cold and was considered so dangerous that it was postponed during patriotic times. Would you rather that show not exist? Not every musical wants to be loved, to leave you with a lump in your throat and a smile on your face. I described Dead Outlaw as a show as endearing as barbed wire. Good!
The marketing strategy was a total mystery to me, but I don’t think Dead Outlaw would have thrived even if it hadn’t opened at the end of a crowded spring in a strong, deep season. It was always going to be a tough sell, even if the Shucked marketing team had been in charge.
I’m certainly glad I saw the show, and am obviously happy I didn’t wait to see it in the fall. The musical felt doomed on the night of its first preview. (I had seen Maybe Happy Ending the night before, and that show was clearly going to win Best Musical.) But Dead Outlaw still has a kickass score, the one I listen to most often of the shows I saw on my trip, and I appreciate it more in retrospect. At worst, it was an honorable failure that tried to bring something different to Broadway.
Kudos to the creatives, and best of luck to the talented actors in their future endeavors.