Marketing Shmarketing...nothing could have saved WIW. WIW simply wasn't a GREAT show. The subject matter was fairly dark, although with some comic relief, it didn't have mass appeal, and it wasn't being talked about among theatre-goers in general. To make matters worse, most of the publicity centered on the illnesses plaguing the cast. I'm not saying that any one of these elements necessarily kill a show. THE PRODUCERS made it even though Nathan Lane was out A LOT in the beginning of the run. SWEENEY is dark, but it is pure genius, so it works. BTW, SWEENEY was considered shocking and appalling by many when it first came out, and it ran only a little over a year. You get the point.
As far as marketing goes, WIW at least had the ALW name behind it...which methinks is quickly losing it's credibility AND marketability. Maybe Sir Andrew is so full of hubris that he thinks anything with his name doesn't need PR...who knows? Used to be that the ALW name carried some clout and the seats would be filled based on that. Not so anymore...not at $110 a pop. CATS was crap and look how long that lasted. Regardless...WIW had problems, which I won't rehash here. Add the medical complications and the show was pretty much doomed from the beginning.
DROWSY was pretty much an unknown entity without creative name recognition...good marketing was a necessity. Even though the show is an ensemble piece...Sutton Foster's name is being used much more than the others...I would guess for obvious reasons. Get them in and let word of mouth take care of the rest. In addition to the general ad campaign, I know several people who aren't on any subscription lists, yet still received flyers in the mail.
Additionally, the reaction to the DROWSY run in LA, by both the public and the press, was mostly favorable, as is the buzz in NY...and this after only one dress, and two previews. The reaction to WIW was mixed, at best. If the buzz for WIW had been half as positive as the buzz for DROWSY, then maybe the run would have lasted a bit longer, although I doubt it. Word of mouth is a powerful thing...and I fully believe that word of mouth will make DROWSY the sleeper hit of the season.
If you'd have been there...If you'd have seen it...I betcha you would have done the same! - CHICAGO