Summertime Blues | The Broadway Beat

Nineteen productions have opened on Broadway so far this year – a little over three shows per month. Only one production (a revival of Cats) is opening between now and the end of September.  This isn’t an uncommon situation.  Last year only two shows opened between June and September.  The movie industry churns out a blockbuster every weekend over the summer, what is different about the theater?

(a) The Tony Awards – The Tony Awards are always at the beginning of June, and producers like to open shows right before the awards so that they are fresh in the minds of the voters as they deliberate.  Anyone who might have opened their show in the summer usually decides to expedite production so they can make it in time for the Tony Awards cut off.  Moreover, a show that misses this cut off enters the summer having to compete with the shows that were just featured on national television, and won awards for their acclaim.  

(b) Tourist Season – While the summer isn’t big for new productions, it’s great for shows that are already open.  The increase in tourism to New York during the summer means more potential ticket buyers.  The problem though, is that tourists rarely see brand new shows.  The local New York theatergoing audience tends to keep any given show on its feet for the first weeks and months of production.  Tourists like going to Broadway staples like Wicked, Kinky Boots or The Lion King, but are rarely early adopters of new works.  That’s why shows that do open in the summer tend to have an already big brand name like Cats or Hamilton.

(c)  Keeping the Momentum – Productions tend to begin previews during slow months for the theater, so that they enter the big theater seasons with all of their press, marketing and buzz in place.  Opening a show in the summer makes it hard to keep momentum going when you hit the notoriously slow months of September and October.