Ripped,
A few considerations:
1. The Lyric is significantly (1/3) smaller than the Beacon. The economics of concerts is such that the difference is pretty significant.
2. ATG (unlike the Live Nation) has little if any experience booking the sort of engagements you are describing. Moreover it is inconceivable that ATG acquired the venue to do anything other than what it does in the UK.
3. There is another concert venue, the Best Buy, slightly bigger than the Lyric, in Times Square. It has not been booked especially well.
4. It could be that the terms of the New 42nd lease requires theatrical performances.