Broadway has a spotty history when it comes to TV commercials — remember the howler for "The Bridges of Madison County"?
It doesn't help that live theater can look awkward on the small screen, especially in M&M-size excerpts — but it's hard to get the word out without advertising. With that in mind, which of the following make you want to shell out over a hundred bucks for a ticket?
'On the Town'
Ads for the revival of this 1944 classic about sailors on 24-hour in New York leave use an old-school announcer and location shots — a fun way to nail both the time period and the story.
What it doesn't show you is any of the show's brilliant dancing, a key part of a musical still best known for the Gene Kelly movie adaptation.
'The Last Ship'
Sting's first musical was inspired by his childhood in an English shipyard town. Maybe to look burly and less "theatery," the ad was shot on location. It does suggest the show's heart, but little of its atmosphere — the set is actually beautifully evocative, and the rising of the title's ship pretty neat.
'Side Show'
Quick: Can you tell from this ad what makes the two sisters in "Side Show" different? Not even with them singing "I will never leave you"? Unless you know this cult musical is about conjoined twins, this tantalizing ad for its revival leaves things vague.
The challenge: Will viewers want to find out more?
'The Curious Incident of the Dog in the Night-Time'
The ad for this London import doesn't even allude to what it's about. Instead it's all about the production itself — and for good reason, since this is a beautifully staged play, with the kind of visual razzmatazz usually associated with musicals. Well done, Brits.
'Disgraced'
The ad for Ayad Akhtar's didactic, issue-heavy play almost looks like the trailer for a David Fincher movie. It's not.
'This Is Our Youth'
OMG those kids (Michael Cera, Kieran Culkin, Tavi Gevinson) are adorable! So too are the music and the videos inserted in punk-like posters.
What the ad doesn't do is reflect the bittersweet tone of Kenneth Lonergan's play, though it just might succeed in drawing younger audiences. Admittedly, on Broadway this means anybody under 45.
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