NYC News
Some Broadway Tickets slashed to $50 amid Coronavirus Concerns
March 10, 2020, 5:48.22 pm ET
In certain New York circles, especially the ones I travel in, the question is being asked dozens of times a day: “Will Broadway shut down because of the threat posed by the Coronavirus?” It’s certainly a logical query, as cities across the globe have closed many of their cultural institutions, concerned that putting people in closed spaces may well spread the possibly fatal disease.
Photo: West Side Story/Jen Versweyveld
But so far, the answer is a resounding “no,” and I imagine it won’t change unless the government forces such an action. Remember, this is an industry that, for various reasons, only took three performances off after 9/11 and traditionally stays open for business even in huge snowstorms. Producers are also painfully aware of how any sort of prolonged shutdown – such as the 18-day strike by stagehands in 2007 and a shorter one by musicians in 2003 – led not only to significant losses in immediate revenue, but resulted in a ripple effect that caused some shows that were struggling financially to close for good.
Photo: Girl From North Country/Matthew Murphy
Unsurprisingly, The Broadway League, the trade organization representing the industry, has issued the following statement on the subject, which is also meant to reassure patrons that it is safe to attend shows – while also asking those who may be sick to please stay home.
“The Broadway League is closely monitoring the evolving coronavirus situation on behalf of the Broadway community. The safety and security of our theatregoers and employees is our highest priority. We are following the lead of our city, state and federal elected officials as we implement strategies recommended by public health authorities and the Center for Disease Control (CDC) in all of our theatres and offices as all productions continue to play as scheduled. We have significantly increased the frequency of cleaning and disinfecting in all public and backstage areas beyond the standard daily schedule, and we have added alcohol-based sanitizer dispensers for public use in the lobby of every theatre. We invite patrons to make use of soap, paper towels, and tissues available in all restrooms. We remain vigilant, and we are prepared to make decisions based on current recommendations, as well as in response to changing conditions. Anyone who is experiencing cold or flu symptoms, or who is not feeling well, is ncouraged to stay home and contact the point of purchase for more information about ticket exchanges and policies.”
In addition, Actors’ Equity and various critics organizations, such as the Outer Critics Circle, say they are taking their cues from the League. Moreover, reviewing critics have already received invitations to all of the Broadway shows set to open in March (although obviously they can be rescinded at any time). Moreover, the Tony Award deadline for this season is set for April 23 – another 10 shows are set to open next month -- and any upheaval in openings would throw that calendar seriously out of whack.
Further, Broadway doesn’t appear to be losing money, at least for the moment. The total box office gross for the week ending March 8 – during which NYC’s first cases of coronavirus were reported, was $26,700,956, which was a slight increase over its prior week. “Hamilton” again grossed in excess of $2 million, eight other shows made more than $1 million (including “Hadestown” and “Tina”), and nearly a dozen shows played to approximately 100 percent capacity. (Grosses for this week will not be available until March 16.)
Of course, that isn’t say to everything is “business as usual,” for example, some shows are now preventing actors from greeting fans at the stage door. Others are being more lenient about refunds for those who choose not to come. More importantly, reports abound of some usually top-selling shows making rare appearances on the TKTS line or on TDF (both of which offer heavily discounted prices).
Photo: To Kill A Mockingbird/Juliet Cervantes
Finally, on Tuesday, the ultra-powerful (and ultra-savvy) producer Scott Rudin announced that any remaining tickets for his five hit shows, “To Kill a Mockingbird,” “West Side Story,” “The Lehman Trilogy,” “Who’s Afraid of Virginia Woolf” and “The Book of Mormon” will be offered for $50 from March 12-29. Indeed, Rudin’s statement explaining his action feels very representative of the Broadway community’s overall sentiment.
“As long as New York City is open for business, its beating heart remains the Broadway stage. This is an unprecedented opportunity for everyone to see a show that they otherwise might not have had easy and affordable access to,” he said. “I can’t pretend that great theater is the panacea we’ve been waiting for, but in the meantime, I think we could all use a few hours away from the evening news.”
By Brian Scott Lipton
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