Broadway shows typically cost $10 million to produce --- and end up losing money. Winning a Tony can mean the difference between being in the black or red.
In recent days, the folks behind the pun-filled, corn-themed Broadway musical “Shucked” have been busy producing far more than just the show itself.
It’s all to celebrate the set-in-the-heartland, “Hee Haw”-inspired show, which has a plot revolving around a farming community and its signature corn crop. But there’s also a more serious purpose behind the promotional campaign: It’s to drum up support among voters for this year’s Tony Awards, set for Sunday evening . After all, “Shucked” is up for nine awards, including the biggest one of the night — best musical.
And “& Juliet,” another contender, has gone the celebrity route, bringing in comedic actor Eugene Levy of “Schitt’s Creek” fame to narrate a promotional video about the show. Levy has a connection to the musical because David West Read, who wrote the book for the Shakespeare-themed “& Juliet,” was an Emmy-winning writer and executive producer of “Schitt’s Creek.”
Neil Meron, a veteran Broadway and film producer who’s behind the Tony-nominated “Some Like It Hot,” says the difference between Tony and Oscar campaigning is particularly reflected in ad spending. The Oscars are frequently associated with the “For your consideration” ads, often placed in trade publications, that make a direct appeal to nominators and voters.
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