"wasn't Ethel Merman's name about the same size as Gypsy on the marquee, too? "
Yes, Lansbury's name was also disproportionately too large compared to the size of the show title. It was a bit hard to make Bernadette Peters' name the same size, since it's so long, but it was obviously very very prominent. I still think Gypsy is a prime example of a show that is selling the performer and the show.
Give me claws and a hunch, just away from this bunch.