What brings people to the theater? I talk a lot about that each day with various producers and press agents. Of course, if anyone really knew an exact answer, many more shows would be successful. Instead we all try our best to guess. A star really helps, sure. But what else? My spring preview will deal with a show's art work, but for now I'd like to talk about commercials.
When I first started covering theater, not every show had a substantial TV buy. Shows that were big hits out-of-the-gate sometimes didn't have them. I have often thought Hairspray would have lasted longer if it had a television campaign earlier. Why? Because when hit shows have television commercial...
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