I saw it in London in some basement on a matinee in 2003, and even though the book was a little soapy, the score, the costumes, the cast and Euan Morton as George were just phenomenal. A couple of years later, it came to Broadway, still had a great cast, Euan, the costumes, and that score, one of the strongest of the decade. But it was saddled with another underwhelming book, a concept that wasn't a right fit for Broadway at the time, and marketing that confused people. I saw the show ten times on Broadway - would've seen it more if they did a better job at discounting ticket prices - and there was still a whole lot on that stage that was just so good. But mixed reviews, along with opening in the fall, didn't help.
And I think Rosie's massive image problem at the time was a big factor. The "queen of nice" or whatever her personality was during the talk show days, was replaced with a much more assertive, artsy, weird and yes, lesbian, and had a big part with turning off her built-in hausfrau crowd. And don't forget aside from the show, she had that very public lawsuit with her magazine that dragged her through the mud with some really troubling allegations. Anytime you heard Taboo, you heard Rosie, and you heard the lawsuit, and you heard about her $10 million personal investment. By that point, the show content itself, became lost in the rest of it.
"Hey little girls, look at all the men in shiny shirts and no wives!" - Jackie Hoffman, Xanadu, 19 Feb 2008