everythingtaboo said: "So does that mean the show closes without John Benjamin Hickeycoming back?
I'm not at all surprised this is closing, frankly I'm shocked they even bothered to extend. The reviews weren't as good as London, and frankly their marketing wasn't that great. They barely released clips of the show. For a $10M budget, they should've done more pointed marketing towards women, POC, young people, etc.$10 Million?! It's not like they even had a shoe budget."
I'm actually inclined to disagree about the marketing. From a social perspective, I absolutely agree that women, POC, young people, etc. are the people most likely to come see the show and the ones who will feel most represented by this production. But targeting a market like that is asking for financial failure.
Other than the general female demographic (who do turn out in ticket sales quite well), you're targeting the lowest income demographics who can't afford full priced tickets, especially for a two-part show that costs 2x everything else if you want to see it in its entirety. Specifically looking at the example of targeting the youth/millennial demographic, we can see from just this past year with shows like Be More Chill and Lightning Thief why that is a failure of a marketing strategy. Yes it'll get the show flying around social media, but it clearly is not indicative of actually getting people in the seats with well-sold tickets. And granted those are specifically to the iGen demographic, but I remember when Spongebob ran in Chicago someone brought up the point that the reason it failed financially was because it targeted exactly the wrong demographic: young kids weren't familiar enough with Spongebob for it to be a big family hit, and the adults with money to spend came-of-age before Spongebob was around. The people who wanted to see Spongebob were the 20-30 year olds who couldn't afford the ticket and didn't have kids/families yet to take.
The best thing they could've done would've been to target tourists and more casual theatre goers with money to spend. Maybe stars would've helped draw people to the show, or better reviews/word-of-mouth outside of the niche theatre community. And while this is clearly not in its creative/artistic favor, trimming it to one part would likely have helped it significantly. Telling people that it's a 7 hour, 3.5 hour/part commitment is intimidating enough to the casual theatre-goer, and then asking them to either set a full day or two half days aside to see it is just another layer of deterrence for most.
JBroadway brings up a wise point in that talking about the NY Gay community protesting the show may be valid enough in discussing its social merits, but it also isn't all that representative because it seems like the NY Gay community was really the only demographic to turn out for this show, in addition to avid theatre-goers.
I think arguing the sociopolitical aspects of the show is really beside the point of it closing. It's a valid discussion for another thread/talking point, but a bad argument when talking economics.
Updated On: 2/21/20 at 10:53 AM