Behind the Broadway Buzz: An Analysis of the Communications Campaigns of Broadway Musicals

Authors

Alexis Allen, Brigham Young University
Dr. Megan Sandborn Jones, Brigham Young University

Keywords

Broadway musicals, ticket sales, communications campaigns

College

Fine Arts and Communications

Department

Theatre and Media Arts

Abstract

Broadway musicals have long represented the pinnacle of artistic professionalism in the musical theatre industry. You can generally assume that if you see a musical on Broadway in New York, it’s bound to be big—in scope, talent, creativity and numerous other categories. Consequently, Broadway musicals are also big business. According to data provided by the League of American Theatres and Producers, Broadway grossed a record $771 million in ticket sales during the 2003-2004 season. Additionally, a Broadway musical can cost as much as $10 million to produce. With such a huge investment at stake, today’s producers are unleashing an arsenal of savvy public relations and advertising campaigns to attract the right audience.

Recommended Citation

Allen, Alexis and Jones, Dr. Megan Sandborn (2013) "Behind the Broadway Buzz: An Analysis of the Communications Campaigns of Broadway Musicals," Journal of Undergraduate Research: Vol. 2013: Iss. 1, Article 2355.
Available at: https://scholarsarchive.byu.edu/jur/vol2013/iss1/2355