(An aside: when producers do this, it doesn't necessarily mean the show's a loser. It could also mean the producer really believes in it and wants to boost word of mouth. Or a celebrity or critic is coming and a full house creates a better atmosphere. It's often a win-win for the producer *and* the ticketholder.)
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| Are these happy producers, or what? Jed and Bronna Canaan contemplate the opening of Matilda the Musical. |
I waxed a little nostalgic about my time as one of the 700 producers of Godspell -- this blog entry wrapped up the whole experience -- and wish them a heartfelt "break a leg."
The story first appeared at AllAboutArmonk:
When Matilda The Musical opens on Broadway on April 11, Jed and Bronna Canaan
will mark their first time as Broadway producers, first Broadway opening night
-- and the first time they've seen the show.
Isn't it a little unusual for producers not to have seen
some version of the show that's eating their hard-earned cash? "It's
highly unusual!" said Jed Canaan in an interview.
However, it's also a measure of the faith the couple has in
a musical version of Roald Dahl's much-beloved book of the same name, featuring
an irresistible story about a precociously intelligent girl who uses her wits
and telekinetic powers to triumph over the idiotic adults in her life.
Britain's Royal Shakespeare Company (which has co-produced
musicals since "Les Misérables"
25 years ago) bought the rights in 2009. Musician and comedian Tim Minchin
wrote the music, playwright Dennis Kelly crafted the book and Matthew Warchus
(Tony winner for "God of Carnage") was hired to direct. When the
musical opened in London in November, 2011, Canaan took notice.
"I had read the book many years ago. My wife and I
loved it. I wrote to the RSC and said if they ever brought it to New York, I'd
like to raise money to produce it," he said.
The Canaans may be new to Broadway producing, but they aren't
theater novices. Their decade-old company, Theater Extras, makes
free show tickets available to a paid membership when producers are seeking to
fill unsold seats.
Their producing arm is called North Castle Theatricals. They and their two daughters, who are 13 and 10, have been
based in Armonk for six years, "love it" and have seen local theater
such as the Armonk Players.
Canaan's instincts about "Matilda" were spot-on,
as the British say. The show was a huge hit in London, winning seven Olivier
Awards (including Best New Musical) and moving to a larger theater to
accommodate demand.
Capitalizing the New York production at $16 million, the
producers -- now including long-time Broadway players The Dodgers -- received a
number of expressions of interest from producing groups. The Canaans were among
those chosen to be co-producers, contingent upon raising funds from other
investors.
Putting in some of their own money, the Canaans "picked
up the phone," calling people they knew with the means to invest a minimum
of $25,000 and understand the risks of Broadway, where eight in 10 shows lose
money.
"I had to reach out to some heavy hitters. Basically, you
sell the show a lot and beg just a little. But you have to believe in the
project. One of the guys who invested saw the show in London and loved it, and
that helped," said Canaan.
They reached their target and next Thursday, Jed, Bronna and
seven couples will walk the red carpet at the Shubert Theatre and celebrate at
the opening-night party.
However, the Canaans are already looking further ahead.
"We're considering [investing in] 'Tuck Everlasting,' which opens in Boston this summer, and 'Diner' from the movie," said Canaan.
Break a leg, Jed and Bronna.
