Musical bids to attract young people

SMASH hit TV shows Any Dream Will Do and Grease is the Word are expected to lure a whole new audience to the theatre.
The shows have been credited with raising the profile of musical theatre and introducing younger visitors to the West End who have been flocking to see the people they voted into the roles performing on stage.
Three million votes were cast in the Any Dream Will Do final which saw Lee Mead triumph to win the role of Joseph at the Adelphi theatre. The interest generated by these shows is something which Theatre Breaks managing director Simon Harding believes is a positive thing for the industry.
He said: "These sort of television shows are definitely attracting a different type of audience to the theatre and especially more younger people.
"This ties in with Theatre Breaks going to online sales by mid-September, as the younger audience prefer online booking.
"It will also attract a wider geographic demographic as not many shows can afford a national campaign so Theatre Breaks become important to aid a West End visit."
Publicity generated by these shows has also led to an overall increase in box office takings- Joseph and the Amazing Technicolour Dreamcoat sold over £10 million worth of advanced tickets before the show even opened.
Simon added: "These shows have created a boom in theatre ticket sales and out of the two shows Joseph and Grease, Joseph has easily generated the most interest.
"Personally, I don't think there are any disadvantages to the effect of reality TV shows but others worry about a dumbing down of product. But maybe as new audiences get into the West End they will become more sophisticated and the West End product will too."

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