Releasing Rights Before A Show Closes . . .

[Julian2]

Posted: 2/28/07 at 3:45am

When is it a good idea? When isn't it? I know that a few shows have done in the past (Beauty and the Beast, The Fantasticks). I know The Fantasticks released their's early as a measure to gain popularity, and that ran for 42 years! I'm not sure why BatB did it, but it certainly didn't hurt them that much, as the tourists still came to see the B'way incarnation because of the name recognition. Could this be used as a marketing ploy more often in an age where its all about name recognition? Once a popular show reaches a certain point, why not realease the rights and give it an even bigger name with tourists? Maybe Hairspray? The Big Voice, God or Merman?

[dancinfan]

Posted: 3/1/07 at 9:34am

I think it's probably been really good for the shows that have done it recently (Hairspray, Beauty and the Beast) aslong as the markets that get to do it don't clash with the touring plans of the official productions. I'm pretty sure that Beauty's business picked up when they licensed it to the masses.

[sondhead]

Posted: 3/1/07 at 1:24pm

Hairspray will be out in 2008.

If it's been open for a while, why not? Especially if they are successful tourist-attended shows, it can only add to its popularity if the Broadway production has a reputation that can carry itself beyond sub-par regional productions.

[SeanMartin]

Posted: 3/1/07 at 1:29pm

It's definitely a marketing ploy, but there are times when it backfires. BatB, for example, was released to five specially chosen regional theatres before going into wide release. In all cases, the contract for the shows states quite clearly that the production canNOT look like either the movie or the musical, in either set or costume design.

Almost every one of those five productions had to be penalized for doing precisely what the contract forbids.

[Julian2]

Posted: 3/1/07 at 1:40pm

I think it's probably been really good for the shows that have done it recently (Hairspray, Beauty and the Beast)

I don't think Hairspray has done it, I was just suggesting it as a show that might benefit from such a strategy, because its a family-friendly show that a lot of theatres would like to do (Like BatB).