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- W2317822057 abstract "Tony winning musical In the Heights defied box office odds when it recouped its $10 million investment only ten months after opening on 9 March 2008 on Broadway. The marketing campaign of this unlikely ‘hit’, which blends musical theatre, Latin and hip hop styles to portray a group historically underrepresented onstage – namely, the Hispanic community of Manhattan’s Washington Heights neighbourhood – was as innovative as its subject and style. Close examination of the musical’s savvy marketing campaign reveals how it carefully negotiates the show’s hip hop and Latino identities and uses a range of media to attract new audiences while also cultivating the traditional Broadway fan base. Drawing upon ethnography and multimedia analysis, this case study provides a glimpse into the rapidly changing theatrical marketplace of the early twenty-first century." @default.
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- W2317822057 date "2011-03-31" @default.
- W2317822057 modified "2023-10-18" @default.
- W2317822057 title "‘Is this what it takes just to make it to Broadway?!’: Marketing In the Heights in the twenty-first century" @default.
- W2317822057 doi "https://doi.org/10.1386/smt.5.1.49_1" @default.
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