Filming live theater is illegal in the U.S., but the grassroots marketing campaign abroad created a new generation of musical theater fans worldwide
In the theater world, the sentiment would normally be a form of sacrilege. It’s distracting to actors onstage. It impedes the view of fellow audience members. It’s antithetical to the immediate, communal, ephemeral nature of the art form.
“Like a lot of ‘Six,’ that was not intended to be a huge, colossal thing,” said the show’s co-creator Toby Marlow. “We really were not thinking, ‘How can we take over social media with Megasix videos?’”attempted after the production’s 2017 debut, the Megasix picked up its defining feature from producer Kenny Wax. His suggestion that viewers record the number was both a dramaturgical choice and a form of affordable grassroots marketing.
“They created fan-driven marketing that doesn’t really cost the show any money. People are paying to see them, and then marketing their showIn “Six,” which follows a competition among the queens to be their group’s lead singer based on how terrible their lives were while married to Henry VIII, the cast is onstage nearly the entire 85-minute run time — and “every single tiny little beat is very, very planned,” said Moss, who also co-directed the show.
,” said Marlow days after the South Korea production opened. “Seeing the view counts, hit me that people are seeking out these videos.”“I’d be interested to see what it’s like for the actors, though,” Marlow added. “I’m sure they’ll have different experiences with it because they’re the ones that are immortalized every night in these videos.”
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