‘This is Broadway’ Campaign Heralds Theater’s Comeback in the Big Apple

The early 2019 cast of "My Fair Lady"

By Kurt Stolz on 30 August 2021
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Broadway theater owners and producers, are desperate to get its core audience of New Yorkers back into the orchestra, front mezzanine, and rear mezzanine sections as musicals and plays reopen.

The “This is Broadway” campaign was created by Drew Hodges, who helped orchestrate a similar campaign after the 2001 terror attacks to bring tourists back to the Big Apple.

It will make its debut on screens not only across the five boroughs – think subway and bus stations kiosks, taxi displays, and Wi-Fi kiosks –  but also through social and news media platforms.

It includes a video that artfully blends archival footage from some of the greatest Broadway shows of the past with scenes from musicals and plays that were forced to close on March 12, 2020 amidst the start of the coronavirus pandemic.

The video highlights the rich history of theater in New York with appearances of stars from the past and present including Patti LuPone, Mandy Patinkin, Harvey Fierstein, Ethel Merman, Lin-Manuel Miranda, Audra McDonald, and the one and only Angela Lansbury belting out “Everything’s Coming Up Roses” from “Gypsy.”

To further celebrate Broadway’s reopening, the Broadway League, the group that represents theater owners, is holding a Curtain Up! Festival from September 17 through September 19. The outdoor event will take places in Times Square and include live concerts, panel discussions, and performances including a piece that celebrates “the entirety of the Broadway industry,” the group said.

(Photo: Accura Media Group)

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