Broadway Flash said: "Not happy about them putting up a digital marqueeat all. What’s the big benefit of having it anyway? It looks so much more elegant the way it is. Do you know what show is coming in?"
Digital marquees allow shows to run multiple messages about their production - show times, quotes, other information or designs, and they can be changed with the push of a button and for a few hundred dollars of design work. And when there isn't a show in the theater, the owner can run ads for other shows, etc. I've seen ads for Telecharge and BroadwayDirect on respective theater marquees, and whole multi-show montages playing on empty theaters' marquees.
Traditional marquees run approximately $10,000 -$15,000 to print and install (depending on size, of course) - each time.
I agree that it's not at all elegant, but shows need every advertising tool they can get, and their fronts of house are important and valuable. It's why more and more signage on theaters - and all advertising - is going digital. It's far cheaper to update the displayed creative.
Updated On: 2/17/24 at 02:19 AM