New YOUNG FRANKENSTEIN Billboard in Times Square — Page 2

I would assume that the "4/23/07" tagline referred to a date where they originally planned to announce cast and dates etc, particularly as it had already been stated that the show would open at the St James'.

But now, if they have signed to open at the Hilton, they can't really announce anything until The Pirate Queen posts closing notices. I'd expect that there was indeed going to be a big announcement yesterday but the situation changed and therefore they had to do something, hence the billboard.

Why do you all blame it on Mel Brooks?! Chances are it wasn't his idea, it was the publicity teams idea and he probably just said "Ok, do it!"

jordan girls is right, I was not asking about theater billboards in general, I know these are effective ! I was refering to "mystery" billboards like this ! Will the busy passer-by notice and be interested in what it is or forget it as soon as he moves on ?

They could at least but a vague web address, to maintain the mystery appeal they seem to be going for, on the bottom that way people will go home and be motivated to research it. If I was not theater savvy and saw that in Times Square, honestly, with all the other stuff going on around me, I wouldn't think to go home and check theater websites to see what the hell the show is. Hell, some people may not even know it's for a Broadway show. Yes, "It's alive!" is obviously an allusion to FRANKENSTEIN, but still. At least have a website for people to bookmark and continually check.