Fans love it, but Broadway's buzziest show is looking to expand its appeal as the Tony Awards approach.
Rolling Stone kind of show,” says co-producer Sam Maher. “No show is review-proof. We just have millions of fans who are already madly in love with it, which maybe makes the reviews less important than they would be.”
It’s one with no easy answers, and as the show has only grossed 76% of its potential since opening, there's slack still to gather. But tracking sales is difficult online and impossible off, where the inspiration for a purchase may have been a billboard, a TV commercial, or a conversation over dinner.“We spend a lot of time making sure [the fans] still feel like they have ownership,” he goes on.
“The show happened because of good word of mouth,” says Tepper. “It's just that the word of mouth happened to be on the internet. In our advertising we’re making sure to continue that organic story.”
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