everythingtaboo said: "Is it coincidence or genius for the producers to put Parade on sale the same day as Broadway Week? Is is shrewd or genius for the producers to take the credit anyway?"
I saw a tiktok calling it out at saying it was a smart business move and I have to agree. While social media seems to be head over heals for it, it clearly does not have the same demand outside of the theater community's demand that Into the Wood’s transfer did. Add to that the show is a much more difficult sell to audiences, and does not have a whose who of names to get people excited…it has Ben Platt whose a question mark in terms of sales outside of a select few. Remember he has been the butt of every nepo baby joke for the past 2 years since the first trailer for the Dear Evan Hansen movie came out and his solo tour flopped hard last year. Not only does this production’s success ride solely on Ben Platt’s shoulders, but his future career prospects are equally dependent on this production being a financial success. As such the production needs any and every bit of media it can get.
The fact that they made their transfer announcement on Morning Joe of all places shows producers know the production need as much media attention it can get in hopes of getting audiences interested enough to buy what many consider one of the toughest sells. In purposely putting tickets on sale the same time as Broadway week in hopes of crashing telecharge, it gave the show a an additional news cycle of positive free media attention. It also creates an artificial sense of scarcity among those who want to be tastemakers or just see the hottest ticket in town, thus psychologically tricking them into feeling lucky and willing to pay full price for tickets thinking that if they don’t buy them just this second they will be taken by someone else. This is likely even more pronounced in the general public’s minds after the Taylor Swift Era’s tour fiasco, especially those who aren’t avid theatergoers don’t know that its the unless you are purchasing tickets for a holiday week, nearly every show will have day of ticket availability with most even offering discount day of tickets. I am actually amazed we haven’t seen producers try something like this before.
Updated On: 1/11/23 at 01:05 PM