Extreme Makeover: Broadway Edition (Part 2)

So I had a conversation with my husband a few months ago that went a little something like this:

Me: You know what would be a really cool idea for a musical?

Chad: <rolling eyes> Here we go again…

Me: What if there was some kind of show that changed every time you saw it?
Chad: What do you mean?
Me: Like the ending changed or certain things in the show changed. So someone who saw the show one night would have a completely different experience than someone who saw it a different night.

Chad: Ok, that’s actually a decent idea.

Me: I mean, can you imagine the buzz this would generate? Not only would people want to know what happened in the show when others saw it, but some people would probably go to see the show a second (or even third or fourth) time.

And then I think he tuned me out while I rambled for another hour or so about the possibilities this idea could lead to and how it could actually work.

In my introductory Extreme Makeover: Broadway Edition post, I talked about the trend of Broadway shows closing, and how I feel like Broadway needs to make some changes to prevent this from happening. This trend has continued over the past weeks with the closing announcements of quality shows like Once and Pippin. And I think the conversation I had with my husband is a perfect example of one of the changes Broadway could make to keep shows around a little bit longer.

Once will play its last show on Broadway on January 4, 2015.

Sadly, good quality just isn’t enough to keep a show running anymore. Sure there are exceptions, like Wicked or The Lion King, but for the most part, a Broadway show is lucky if it makes it past a year or two on Broadway. This year's Tony-hopeful Holler if Ya Hear Me only lasted six weeks on Broadway before closing. SIX WEEKS! I realize that there are a limited number of theatres on Broadway, and one show needs to close in order for another to open. But six weeks (or even 1-2 years) is just too short of a run.

I've always felt like theatre should be more than a show. It should be an experience. The better the experience, the more successful the show. Shows like Cats and Les Misérables provided enough of an experience to keep the last generation of theatre-goers going to see them year after year, but today’s generation of theatre-goers want more. Maybe "more" isn't the right word to use; maybe "different" would be better. Either way, Broadway just isn't catching on to this. Flawless voices, moving music, a hot celebrity leading the opening cast for a month or two, and a few martinis with the right people will get a show to Broadway, but keeping it there now takes a more modern approach.

I’ve seen a few theatres testing out more modern approaches, and I like what I'm seeing. For example, London-based Punchdrunk's Sleep No More has been around for a while now. In this immersive theatre experience, audience members freely move through different rooms, going on a unique journey based on Shakespeare's Macbeth. And a new production called Blank! The Musical recently opened off-Broadway, where the audience chooses the plot by voting on their smartphones.

Now Broadway just needs to catch on to this trend. Call it what you want: immersive theatre, interactive theatre, modern theatre. Whatever you decide to call it, I think it's a huge -- and necessary -- step in the theatre world. In order to succeed, a show still needs a solid base of talent, of course. But adding some kind of interactive element to a show really brings it to a new level...a level that Broadway needs to find.

Extreme Makeover: Broadway Edition

So there's this trend going on right now. A trend that's been going on for a while now, and it's getting kind of old. Do you know what I'm talking about?

I bet you guessed the ice bucket challenge, didn't you? Well, although I agree, I happen to be talking about a different trend. (Don't get me wrong... I had an aunt pass away from the slow-progressing form of ALS. I saw first-hand how the disease took its toll on her and slowly took over her body, muscle by muscle. And I'm glad something has been done to increase awareness and funding of this horrible disease. But enough is enough. Just make your donation or don't. And then use the ice to chill a bottle of wine.)

But the trend I'm talking about is one in the theatre world. And like the dumping of the ice buckets, it's been going on just a little too long. The trend I'm talking about is the trend of closing shows.

Let's get back to using ice buckets for their original purpose. Champagne anyone?

I understand that the closing of shows is a necessary evil that can't be avoided. I mean, as much as I'd like to build a theatre for every single musical ever written, it just doesn't work that way. But it just seems like more musicals than ever are closing not long after they open, and even good shows just don't seem to be sticking around like they used to.

Sure there are a few current musicals that have managed to stay on Broadway for the long haul (The Lion King, The Book of Mormon, Wicked, etc.), but for the most part Broadway shows seem to be following what I'll call the door trend. Open and close. Open and close. It seems like every time I browse through my Twitter news, I'm reading about another show closing. And I'm not talking just small shows. I'm talking big, expensive-to-produce shows with Tony-winning casts and music.

The shows that make it to Broadway are amazing. They include the best of the best from directors, to cast, to composers and everything in between that makes up a musical. So why are these amazing shows closing after so few runs?

Well, my guess is that there is a wealth of statistics, numbers, and research that attempt to answer this exact question. But I'm not much of a statistics girl. Or a numbers girl. Or a researcher. What I am is a rare species. I'm in my 30s and love the theatre. I love going to Broadway; I love going to my local theatres; and I'll see any show anywhere at least once. But many of the shows that I see, both locally and on Broadway, don't have too many of my species in the audience. And that's a shame. I'd really hate to see my species go extinct.

So the obvious next question is: how do we prevent the extinction of this rare species of "young" theatre-goers? (And by young I mean anyone who knows what twerking is or who owns an iPad.) Well, again, I'm sure there's plenty of research that tries to answer this question. But again I'm not a researcher. So for me to answer this question, I'm going with my gut instinct. And my gut tells me that Broadway hasn't been keeping up with the times.

Broadway needs to step it up a notch when it comes to filling their seats. What they've done for years is great, but it's only enough to fill those seats for a few months at best. It's only enough to get the same people back to Broadway who have been going for years. For the most part, the people filling Broadway theatres are the same ones who were filling the seats 20, 30, and 40 years ago. And yes, that includes myself. But remember, I'm a rare species.

Broadway, and theatre in general, needs to think about marketing to a new audience. An audience who knows about twerking and tweeting. That's right. It's time for Broadway to undergo an extreme makeover. Sure people want to see great talent, but in order to keep up with the times, that's just not enough anymore.

So what is enough? What would bring more people to Broadway shows? What would keep these amazing shows from closing?

In this series, which I'm calling Extreme Makeover: Broadway Edition, I'm going to cover a few ideas I have that I think would help the success of new shows.

In my next post in this series, I cover a topic that I think could play a huge role in generating sales, filling seats, and attracting new (and returning) audiences to Broadway.