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The Bright Lights and Technology of Broadway


In an attempt to boost awareness and ticket sales, Broadway productions have turned to the internet to connect with audiences through social media marketing. Broadway musical websites typcially feature bios on the stars, summary of the storyline, and the option to purchase tickets. However, after the November 2007 stagehand strike, ticket sales dipped from the 2007-2008 season and production companies have had to think out-of-the box to generate excitement and interest in shows.

The Broadway show, “In the Heights,” has embraced the power of social media to interact with audiences. Besides having an interactive website with a community forum and section for fan downloads, the show also has a Facebook and MySpace page with show updates, widgets, a jukebox with songs from the show, and videos from the cast. Included in the videos are parodies of songs such as “Umbrella” and a spoof of “High School Musical.” The star of “In the Heights” Lin-Manuel Miranda, has even posted videos on YouTube and a website featuring a hilarious parody of the MTV show, “Legally Blonde” called “Legally Brown.” Anyone who has watched the original MTV series would appreciate the silliness of show.

Prior to reading an article which featured this story entitled “Broadway’s Marketing Turns Interactive” on NyTimes.com, I hadn’t even heard of some of these musicals mentioned. However, after visiting some of the show’s sites, and social media pages, especially “In the Heights,” I’m curious to read up more about the shows and to actually see them live; which is exactly what these Broadway musicals are hoping for.

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