Plenty of shows already use this business model, but the model relies on running costs being low, which is why it's usually only plays that do limited runs. Or, alternately, you have non-profits like LCT and Roundabout doing limited runs of both plays and musicals, but the usual recoupment model doesn't apply to them. Now, nothing would make me happier than to see non-profits take over Broadway. And considering the quality of musicals we've been getting the last few years, I also wouldn't mind if Broadway were dominated by plays. But given that the economics of Broadway are largely fueled by big-budget musicals, I don't see how the limited run model would help. Even with good demand, most shows couldn't be able to recoup in 12-16 weeks. it's already hard for plays to recoup in that time, let alone a big musical. If they were doing well, and were on track to recoup later, they could extend, sure. But at that point it might as well be an open run. Because what's the difference? The only difference would be in the marketing, which would essentially be deceiving people into thinking the show had a firm, pre-planned closing date. And sure, I guess they could do that if it helps build demand. It definitely wouldn't be the first time a show used that marketing strategy. But is it really going to impact demand enough to be the saving grace of Broadway? And if every show starts using that strategy, how long would it realistically take for the general public to realize that the phrase "limited engagement" doesn't actually mean anything anymore?
