Broadway Theater Trailers

Much like Broadway itself, Broadway marketing has undergone an impressive evolution since the 1800s. It began in a time when people did not have access to the whole world in the palm of their hands, so it heavily relied on word-of-mouth. Performers could even be known to hand out flyers in public spaces of New York City to try and entice audiences to come to Broadway. The beloved magazine, Playbill came around in the late 1800s, originally just for one theatre but grew into the comprehensive Broadway magazine subscribed to by many theatre lovers to this day. The early twentieth century saw a rise in advertising with posters and newsprint ads, often featuring the names of big stars of the day to drum up ticket sales; not dissimilar to the way celebrity casting today does the same. Of course radio ads followed when the opportunity arose, and eventually original cast albums began to drop, which gave people a chance to decide if they wanted to enjoy the full experience of a Broadway musical based on the music before buying their tickets. 

Broadway marketing teams naturally took a page out of the film industry’s book when they moved towards promoting Broadway shows with trailers. Film trailers are valuable to moviegoers because they allow audiences to sample their options in theaters and decide which movies suit their tastes, making it worthy of their purchase. Often when people go to see a movie, the previews will be tailored based on the film they’re seeing which can give them ideas for what to catch next. Seeing as Broadway and West End ticket prices are generally higher than a ticket to the local movie theater, it makes sense that audiences would appreciate the same advantage of sampling productions when selecting a show, especially if they are only visiting New York City or London for a short time. 

The use of trailers is not the only thing Broadway has borrowed from the film world. Often, Broadway theater trailers will implement cinematic styles. In fact, film director Cary Fukunaga, best-known for directing the James Bond film No Time to Die, directed a trailer for the revival of Sunday in the Park with George starring Jake Gyllenhaal in 2017. It gave the impression of a casual rehearsal of the song “Finishing the Hat” as Gyllenhaal worked his way down the levels backstage eventually to emerge onstage, where the live musicians were rehearsing. It is simple but effective, giving you just enough to leave you wanting more. Plus of course, it features the big name star of the show, which is sure to draw fans. 

Trailers are an artform all their own, and a successful one can create so much buzz that the trailer itself becomes newsworthy. For example, the trailer for the Netflix adaptation of August Wilson’s play, The Piano Lesson was featured as a story in Variety titled “‘The Piano Lesson’ Trailer: Samuel L. Jackson and John David Washington Reprise Their Roles in Netflix’s Broadway Play Adaptation.” Successful trailers end up being worth the investment in such cases when the film or show is the topic of an article, as opposed to being the subject of the ad you see on the side of your screen as you read an article about something else.

Like the shows themselves, Broadway trailers come in many shapes and sizes. Depending on the unique selling points of the production, a trailer may feature a montage of scenes or stylized interpretations, actor highlights, snippets of the original score or big numbers, and taglines & quotes from critics. The goal is to capture the essence and highlights of a show without giving it all away.

It can be a bit of a challenge to produce a trailer for a Broadway show because one of the major draws of going to the theater is the interplay of live energy between the performers and the audience; this isn’t so easily captured in film renderings. There may also have to be staging adaptations specifically to accommodate cameras filming theatrical action from different angles than an audience member would experience from a seat in the theater. Naturally the marketing budget must accommodate for all of the work that goes into creating an enticing theater trailer which is a more practical challenge that this advent introduces to Broadway marketing. And as with film, the trailer has to balance showcasing the production’s most powerful moments without revealing too many spoilers before opening night.

Broadway theater trailers haven’t just revolutionized the way theatre lovers decide which show to see next, they have also drawn new audience members to Broadway for the first time. Viral trailers, like those of the musicals Hamilton, The Lion King, and Hadestown, have made a real impact in expanding the demographic of Broadway lovers especially with national tours.

All three trailers focus on the unique elements of each Broadway show, which allows audiences to really assess which ones they’d like to see the most. The emotional journey of Hadestown is alluded to with strategic tonal shifts throughout the short trailer. Bits of Hamilton’s dynamic choreography and groundbreaking lyrics are edited together in a way that captures the feeling of Hamilton’s fight to become someone important, with the backdrop of the American revolution. Julie Taymor’s brilliant design and puppetry are at the forefront of The Lion King trailer, giving prospective audiences a glimpse into the artistry and magic of the production.

A well-crafted trailer makes Broadway more accessible to the everyday person who may not avidly read The New York Times reviews or scour Entertainment Weekly for updates on the Tony Awards but still has a curiosity about one of New York City’s cultural touchstones. 

In the modern world, trailers are a fantastic way to reach new audiences. Social media platforms like TikTok, Instagram, and YouTube are an efficient and effective way to get the word out about opening night of a new Broadway show. While scrolling through videos, an eye-catching trailer can stand out and the social aspect of these platforms makes it easy to share with friends and family you’d like to catch the show with. Approaching theatre marketing this way targets younger audiences who are “digital-native,” which will ultimately aid in keeping the tradition of theatre alive in a world of multimedia, and continue to widen the demographic of Broadway lovers. 

The move toward trailers opens doors for partnerships with streaming platforms and media companies, which paves a path for even more people to have their interest piqued by an exciting trailer. However, as mentioned above, producing quality trailers requires a bigger marketing budget for Broadway shows. There is a certain amount of cost that comes with bringing in a famous director, hiring a film crew, and rehearsing new material or existing material in a new camera friendly manner. A good trailer is a whole other production in itself that requires a full team to pull off. It requires a lot more personnel and time than something like a poster or a print ad might.

The hope is that with the interconnectedness the internet provides the return on investment will be consistent. A quick, well-made trailer gives prospective audience members a much more comprehensive idea of a new show more effectively than a poster image might. If they’re scrolling through social media, a trailer is also a convenient way to gain lots of information on a new show without having to navigate to a new page and do all of the background on it themselves.