No Business like Show Business

     It's a blustery evening in New York City as zealous theatergoers stand under the marquees lining Times Square. Broadway productions continue to draw in millions of people every year. Even during the recession, there was only a five percent decrease in audience members. Yet, in times of such an economic turndown, why are so many people willing to shell out their hard-earned dollars?
     The secret lies in Broadway's latest marketing strategies. Broadway adapts to the new economic climate by combining its traditional quality of moving performances with up-to-date star power and ticket deals.
     This season, shows are drawing in even the sourest penny-pinchers by featuring celebrities who normally grace the silver screen. Who could possibly resist watching the sexy Scarlett Johansson debut on Broadway in A View from the Bridge? The equally sensuous Catherine Zeta-Jones stars in A Little Night Musical a few blocks away. Abigail Breslin, the darling pageant oddity from Little Miss Sunshine (2006), plays Helen Keller in The Miracle Worker.
     Celebrities are also taking a financial interest in Broadway productions. Contemporary artists Jay-Z, Will Smith and Jada Pinkett Smith recently invested in the show Fela! U2's Bono and the Edge have spent the past six years composing the music to Spiderman. Elton John recently joined the Next Fall producing team, giving the show great media coverage.
     As if Broadway's star-studded season is not dazzling enough, ticket discount organizations, like TheaterMania.com and the Theatre Development Fund, offer various deals for avid stage spectators. TDF recently opened a new TKTS discount booth in Brooklyn, reaching out to the most populated borough of New York City.
     The newest box office bacon-maker for the 2009-2010 season, Next to Normal, offers a different tune in sync with the somber resonance of hard times.
Some shows have managed to survive purely upon unmitigated popularity. The ultimate Broadway classic, Phantom of the Opera, opened in 1988 and does not seem to be stopping anytime soon. It is a beloved musical that does not boast a celebrity pedigree. Instead, its worldwide popularity is due to its enchanting love story and haunting songs. In an industry in which only 30 percent of the shows will actually make a profit, Wicked has been an uncontested sensation. With more than 2,600 performances in the course of seven years, it has delighted more than two million people with its dazzling stage set, addictive soundtrack and delightful tale.
     Some productions have not fared so well. Ragtime closed last January after only 65 performances. Despite its high critical acclaims, the show's large orchestra and cast considerably burdened the budget. 9 to 5, directed by Joe Mantello (Wicked) and with a score composed by Dolly Parton, has also struggled to stay afloat.
     So, what makes for a successful show? In these times, even the best production cannot stand alone without popularity and press coverage. With celebrity castings and new market expansion strategies in their arsenals, producers are going to gear up to hold their ground for the seasons ahead.