QueenAlice said: "Firstly, there have been any number of shows historically that people said 'would never sell on Broadway' that were surprisingly successful."
And many, many, many, many more that didn't. Especially when they aren't the lucky show to win Best Musical.
"Secondly, Broadway is not necessarily JUST about musical theatre. Any number of concerts and theatrical experiences have played Broadway and also been a success."
Maybe...but it would tricky to market it as such. Tricky to market it at all. The show isn't really a concert (in the sense that it wouldn't attract the "concert" crowd), nor is it a spectacle, which is what most of the "theatrical experiences" on Broadway have been.
"It goes without saying - in either case, Broadway is a prestige factor not duplicated anywhere else. So why shouldn't it be a goal?"
Look, I get it. When a show I love transfers to Broadway, I can't help but get that little sense of thrill, because I know it means more of a spotlight, more chance for recognition, etc. It just sucks that Broadway is (in many people's minds), the only way to get that prestige. The institution of Broadway is built for an extremely narrow subset of an expansive medium. When I say "Oratorio won't play well on Broadway" I consider that more a criticism of Broadway than of Oratorio. So it sucks that many people don't feel as if a show is truly validated until it goes to Broadway, putting the show at serious risk of bombing commercially for that ideal. And it sucks that the Broadway-centric mindset of many theatre fans only reinforces this unnecessary pressure.
But as some producers have smartly figured out, a commercial run Off-Broadway, heavily marketed off the exclusivity, prestige, and intimate experience of the original engagement, can work much better than a Broadway run in securing the legacy they're after.