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    ‘Once Upon a One More Time,’ the Britney Spears Musical, Is Closing

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    The show, which was capitalized for $20 million, will end its Broadway run on Sept. 3 after 123 performances. Its producers say they are planning a national tour.“Once Upon a One More Time,” a pop musical using the songs of Britney Spears, will close on Broadway on Sept. 3 after opening to mixed reviews and failing to find an audience.The musical was a costly misfire, capitalized for $20 million at a time when many Broadway shows have been struggling with rising costs and diminished attendance after a pandemic shutdown that made an always challenging industry even more difficult.“Once Upon a One More Time” is about a group of fairy tale heroines whose outlook on their familiar stories is shaken when the book club to which they belong encounters a feminist classic, “The Feminine Mystique” by Betty Friedan.The musical features some of Spears’s biggest hits, including “Baby One More Time,” “Toxic” and “Circus.” The songs have several writers but were originally performed and recorded by Spears; the musical’s book is by Jon Hartmere and it was directed and choreographed by Keone and Mari Madrid.The musical was first announced in 2019, with plans for an initial production in Chicago, but that production was delayed until the following spring and then canceled by the pandemic. Ultimately, the show started its first run in late 2021 at the Shakespeare Theater Company in Washington, D.C., where reviews were weak but sales were strong.Spears’s relationship to the show was never clear. The show repeatedly described itself as “fully authorized and licensed post-conservatorship by Britney Spears,” and she wished the cast and crew well on Instagram in June, writing, “I’ve seen the show and it is so funny, smart and brilliant 🤩 !!!”But Spears did not attend a public performance, and her fan base never fully mobilized to see the production. The show’s grosses were soft from the get-go, peaking at $701,425 during the week of its opening, which is not nearly enough to sustain a musical of this scale. During the week that ended Aug. 13, the show played to houses that were only 47 percent full, and grossed just $512,008.The show began previews on May 13 and opened on June 22 at the Marquis Theater. At the time of its closing it will have played 123 performances.The lead producers are James L. Nederlander and Hunter Arnold; they said in a statement on Monday that they were planning a national tour as well as “multiple international productions.”The closing announcement comes at a difficult time for Spears. Last week her husband, Sam Asghari, filed for divorce just over a year after they got married. More

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      ‘Once Upon a One More Time’ Review: Liberation Set to Britney Spears

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      The Britney Spears jukebox musical, about fairy tale princesses fighting for their emancipation, comes up short as a narrative of feminist awakening.The Britney Spears jukebox musical “Once Upon a One More Time” is not a bio-show recounting the singer’s life. Rather, it retrofits two dozen of her songs — including “Oops! … I Did It Again,” “Womanizer,” “Toxic,” “Gimme More” and, of course, “ … Baby One More Time” — to tell the story of a fair-haired princess who, realizing she has been played by a handsome rogue and controlled by an omnipresent father figure, rises up and fights for her emancipation.Hmm, maybe the (fully authorized) apple does not fall far from the tree.But this big, splashy show, which is quite entertaining at times, is hampered by a shambolic jumble of sisterhood 101 messaging and defanged fantasy revisionism. Rewriting classic yarns with a pop-feminist spin has become big business, with Disney updating its operating system one property at a time, and princesses and fairy tales calcifying into common tropes of empowerment pep on Broadway — think “Frozen,” “Aladdin,” “Bad Cinderella” or, for an artistically successful example, “Head Over Heels.”“Once Upon a One More Time” banks on a familiar figure, Cinderella (Briga Heelan), who here is starting to feel vaguely antsy about her life. She and her fellow storybook heroines — Snow White (Aisha Jackson), Princess Pea (Morgan Whitley), Rapunzel (Gabrielle Beckford), Sleeping Beauty (Ashley Chiu) and Little Mermaid (Lauren Zakrin) — are bossed around by an imperious Narrator (Adam Godley, for whom this must feel like a vacation after “The Lehman Trilogy”). He is basically a domineering stage manager acting on behalf of the patriarchy.Although Cinderella is supposed to be content in the happy-ever-after, her loneliness just might be killing her. But shush, pretty lady, push these thoughts out of your lovely head: As her prince (Justin Guarini) soothingly informs her, “You’re paid to be pretty, and I’m paid to be charming.”“What do you mean, paid?” Cinderella replies. “I don’t get paid.”So he tries to put her off the scent by singing “Make Me,” as one does.At Scroll Club, the princesses read their own stories: From left, Aisha Jackson as Snow White, Morgan Whitley as Princess Pea, Ashley Chiu as Sleeping Beauty, Gabrielle Beckford as Rapunzel and Lauren Zakrin as Ariel.Jeenah Moon for The New York TimesLuckily, Cinderella gets a fortuitous visit from the Notorious O.F.G. (Original Fairy Godmother, played by Brooke Dillman), who gives her the key to understanding her existential malaise: Betty Friedan’s “The Feminine Mystique.” (It’s a choice that will puzzle those who have moved on to more recent feminist waves; then again, Jon Hartmere’s book also includes a Howard Stern joke, so insert shrug emoji.)But before Cinderella has a chance to really dig in, the Stepmother (Jennifer Simard, last seen in “Company”) seizes the book. To retrieve it and ultimately become her own woman, our heroine enrolls her similarly shackled princess buddies from Scroll Club, where they read their own stories, for some consciousness raising.Much of the excitement here is generated by the choreography of Keone and Mari Madrid, who also directed the production (with an assist from David Leveaux, credited as the creative consultant). The couple, who created the Off Broadway hip-hop dance drama “Beyond Babel” in 2020, got their break in music videos, which may be why the large ensemble numbers shine brightest: tight formation extravaganzas that heavily rely on popping and locking, and incorporate elaborate hand movement. An occasional wink to Spears’s video oeuvre doesn’t hurt, either.And though the numbers for “ … Baby One More Time,” “Circus” and “Crazy” look fantastic, the one-size-fits-most staging can become repetitive, and is not as effective in those moments when a less in-your-face approach is needed.Adam Godley and Simard during a slowed-down “Toxic” number.Jeenah Moon for The New York TimesWorse, the songs often barely suit the story, even with some tweaked lyrics. Exceptions include Cinderella’s stepsisters (Ryann Redmond and Tess Soltau) commanding her to “Work Bitch.” The Max Martin jukebox musical “& Juliet,” which is playing a thousand feet away and features five Spears hits, integrates book and songs with less visible seams and more wit.Fully embracing arena-pop aesthetics (with flashy lighting by Kenneth Posner and scenic design by Anna Fleischle that relies on elements that can easily be dropped down or wheeled in and out), “Once Upon a One More Time” almost always falls back on supersizing. Half the numbers end with a subwoofer boom that will rattle your insides. And the jokes come in three flavors: broad, broader and annoying. A running gag, for example, has Snow White comically misspelling the simplest words, even though she is part of Scroll Club so one assumes that she can at least read.Two of the actors have embraced opposite ways of adjusting to this heightened reality. Simard delivers the single most original performance: She barely changes her expression, her face frozen in a heavily made-up mask of disdain, and her Stepmother feels as if Moira Rose from “Schitt’s Creek” and Norma Desmond had spawned a villainess crooning a slowed-down “Toxic.”Guarini banks on expansiveness as a prince generously sharing his charms, and displays a gift for slapstick, our critic writes.Jeenah Moon for The New York TimesGuarini, on the other hand, banks on expansiveness as a prince generously sharing his charms with a bevy of women. He displays a gift for slapstick — watch the way he elastically climbs onto a platform two stairs at a time — and spares no effort, whether in solo songs or leading big numbers.It is actually surprising that his character has so many songs while most of the princesses are reduced to extras without distinctive personalities. (A gay couple even barges in during the “million princess march.”) Snow White rises above the fray, thanks to Jackson’s humor, vocal chops and high-energy charisma, and Whitley’s tart delivery helps sell Pea’s few lines, but Heelan’s Cinderella feels a little bland. Making matters worse, the sound localization is so bad that you can’t distinguish the women’s voices in their ensemble numbers. (The sound design is by Andrew Keister, costumes and hair by Loren Elstein.)Incongruously, Cin and Snow, as they like to call each other, share an intense duet, “Brightest Morning Star” (was “I’m a Slave 4 U” just too much?), but it’s a gratuitous throwaway with no follow-up. I guess nobody talks about what happens after Scroll Club.This timidity is but one example of the ways in which the show comes up short, both as a feminist text and as a tribute to Spears’s songbook — and, yes, her life. The last thing her fans might have expected from a Britney Spears musical is dutiful conventionality.Once Upon a One More TimeAt the Marquis Theater, Manhattan; onemoretimemusical.com. Running time: 2 hours 30 minutes. More

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      A Britney Spears Jukebox Musical Hopes for #SeeBritney Energy

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      “Once Upon a One More Time” is bringing hits like “Toxic” and “Circus” to Broadway. Will Spears’s fiercely protective base embrace it?The book writer for “Once Upon a One More Time,” the Britney Spears jukebox musical opening on Broadway Thursday night, often returns to a memory from five years ago, when Spears sat in a Manhattan theater a few rows in front of him and watched an early reading of the show.“I was just watching her and it was like, ‘Is she going to like this?’” the writer, Jon Hartmere, said recently, recalling his relief whenever he saw Spears clap along or smile as one of her songs came on. “It was pure delight.”A campy fairy-tale spoof that sidesteps the bio-musical formula to focus on a cast of disillusioned Disney princesses and storybook protagonists, “Once Upon a One More Time” is the latest in a long line of jukebox musicals that have plumbed the catalogs of acts including Frankie Valli and the Four Seasons, Michael Jackson, Tina Turner and the Temptations in pursuit of box office gold.The musical offers Spears-themed merchandise.Ye Fan for The New York TimesWith a track list stacked with hits such as “Stronger,” “Toxic” and “Circus,” the show has the potential for boffo success, but it also faces unique challenges. Originally conceived when Spears was under a conservatorship that gave her father vast control over her life, the production has assured fans that the show was fully authorized by the pop star herself after she was freed from the arrangement. But it is unclear how much her fiercely loyal fan base — whose activism helped fuel the unraveling of the conservatorship — will embrace it. It would likely only take one spirited comment from Spears, a 41-year-old star with a reputation for unfiltered and unpredictable social media posts, to win or lose that audience.Fans inside and outside the production have been keeping a close eye on Spears’s famously active Instagram account to see if she opines on the show (she hasn’t, yet). And cast and crew members have sought assurances internally that the production’s profits are benefiting Spears herself, rather than her former managers or her father, James P. Spears, who was named her conservator amid concerns about her mental health and went on to exercise control over her personal life and finances for more than a decade, even as she continued to perform.“As artists, we just want her to be able to make her own decisions and to live her life the way she hoped to,” said Keone Madrid, who directed and choreographed the show with his creative partner and wife, Mari Madrid. “We all yearn to honor her work.”Hunter Arnold, one of the show’s lead producers, said Spears signed the contract herself after the conservatorship was terminated and that no one else in Spears’s camp currently has a deal to receive profits.The outfit Taylor McKenzie wore to the musical was inspired by the one that Spears wore in the “Baby One More Time” video.Ye Fan for The New York TimesA representative for Spears did not make her available for an interview but confirmed the timing of the most recent deal and added that the singer had provided notes in response to videos of the Madrids’ choreography.The opening comes at a time when Spears’s life has continued to be the subject of gossip items. Since the legal arrangement was terminated, Spears has announced her marriage to Sam Asghari, something she had said she was not able to do under the conservatorship, and briefly returned to the music industry, releasing a track with Elton John. The legal battle over winding down the conservatorship has continued in Los Angeles, where her lawyers have lodged objections to some of the accounting during the conservatorship years.Within the production, the desire to please Spears has sometimes meant seizing on the dribs and drabs of information that they get from representatives of a reclusive megastar.Britney likes fairy tales? The show is based in a world where Cinderella, Snow White and Rapunzel are friends. Britney loves butterflies? The production made props of the insects and made the show’s branding into what looks like butterfly-shaped rainbow floodlights, which theatergoers can pose with outside the theater. (“That might be an example of where we had tried to lean in too hard,” Hartmere said of the show’s monthlong tryout in Washington, D.C., noting that the show had gotten rid of a “butterfly vortex” for the Broadway production.)”Once Upon a One More Time” invites fans to pose for shareable pictures. “The spirit of it has always been serving her desires,” Arnold said.Because of revelations around how Spears’s father and former management company benefited financially from the conservatorship, the musical’s financial structure has been a central point of scrutiny for some fans.Initially, production papers from late 2019 listed a company called Shiloh Standing, Inc., which was started by Spears’s father shortly after the creation of the conservatorship, as being entitled to 7.5 percent of the production’s net profits, according to documents filed with New York State’s attorney general’s office. Larry Rudolph, Spears’s former manager, was also slated to receive funds, including a $30,000 executive producer fee, plus $1,500 per week.The show’s creators have tried to cater to the wishes of Spears and her fandom.Ye Fan for The New York TimesBut plans for a short run in Chicago in 2020, followed by a Broadway transfer, were scuttled by the pandemic, the show was put on hold and, in that time, Spears’s world was transformed. Leslie Papa, a spokeswoman for the show, said that Spears’s contract was negotiated and signed in 2022, after the termination of the conservatorship, and provides all compensation directly to her.Arnold said Spears has a stake in the show’s royalties through music licensing proceeds, in addition to an underlying rights deal, which he said was carved out in recognition of her role in popularizing the music, even if other lyricists and music producers own much of the rights to the songs. He declined to specify the exact payment structure for Spears, and it is not included in government filings thus far.According to a copy of a 2022 budget for the Broadway musical that was shared with The New York Times by someone who was not authorized to discuss the production, the advance payment for the underlying rights deal associated with the show was $80,000. Arnold noted that with successful Broadway shows, royalties often quickly outpace initial advances.Several high school seniors from Pennsylvania came to see the show. Ye Fan for The New York TimesSo far some of the biggest social media accounts associated with the movement to end the conservatorship, known as #FreeBritney, have said little about the musical, especially in contrast to the fan excitement around the Elton John collaboration.But many of the ticket holders at previews at the Marquis Theater are quick to label themselves as devoted Britney fans, and they react with delight at the show’s many knowing references to the pop star, which include a snippet of the original choreography from “Oops! … I Did It Again” that tends to make the audience erupt. Because they spent their early teenage years internalizing Spears’s dancing on MTV, the Madrids, who are known for their narrative choreography and staccato isolations, consider themselves “natural extensions of her and her work.”“Her music has always been around in my life in one way or another,” Mari Madrid said.Those references are like a running inside joke that most of the audience seems to understand. The crowd doesn’t hear the word “Britney” through the entire show — it’s only at the end that the speakers blast the pop star’s most famous opening line: “It’s Britney, bitch.” None of the show’s official merchandise carries Spears’s image, but one fast-selling tote bag proclaims, “It’s Broadway, bitch.”Stoyanka Damyanova, who is visiting from Bulgaria, was there seeing the musical for the third time.Ye Fan for The New York TimesNelson Saavedra Jr., the owner of the #FreeBritney page on Reddit, has opted to support the show and has attended two preview performances already, noting that any direct assessment from Spears would influence his own thinking on it.“Britney signed the deal after she was free so let’s just move on and take that at face value,” Saavedra said. “Of course, that would change tomorrow if she said, ‘Please don’t go see this play.’”Audience members can be forgiven for thinking that the musical’s central theme — a cohort of famed damsels in distress taking control of their own lives — is some grand metaphor for Spears’s release from the conservatorship, but Hartmere said the parallels are just coincidence.“It’s this story about women learning what they can and should have out of life,” Hartmere said. “That’s always been the story from the get-go.”For Hartmere, returning to that memory of Spears watching that early performance also engenders some anxiety: What if she ends up disappointed that some songs did not make the final cut? The show’s creators could not figure out how to make the risqué lyrics from her 2016 track “Clumsy” fit for children, so the song was removed.Right now, the creators can only wait to see if Spears decides to attend a performance — which, they acknowledge, is anyone’s best guess.Michael Paulson and Liz Day contributed reporting. More

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      Doing It Again: Spears Songs and Fairy Tale Characters, Now for Broadway

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      “Once Upon a One More Time” plans to open on Broadway next summer.“Once Upon a One More Time,” a new musical combining songs popularized by Britney Spears with a revisionist take on classic fairy tales, plans to open on Broadway next summer.If the concept sounds familiar, that’s because some of its elements echo those of other Broadway shows: The new musical “& Juliet” is a revisionist take on Shakespeare that includes several songs popularized by Spears (“Oops! … I Did It Again” is featured in both shows); the musical “Into the Woods” posits new ways of seeing fairy tale characters (including Cinderella, who is in both shows); and giving new agency to famous female figures is at the heart of “Wicked,” “Six” and the upcoming “Bad Cinderella” (which, obviously, also features the slippery-slippered young woman).“Once Upon a One More Time” imagines a sort of book club of fairy tale women who read “The Feminine Mystique” (yes, the Betty Friedan feminist classic) and are inspired to rethink their happily-ever-afters.The show has been in development for years, backed by James L. Nederlander, the president of the Nederlander Organization, which owns or operates nine Broadway theaters. The show has had its share of turnover and tumult — several different directors have been attached over time, an announced out-of-town production in Chicago was delayed and then canceled, and a production last winter at the Shakespeare Theater Company in Washington was greeted by sold-out-audiences but unimpressed critics.Now, the show is ready for its next chapter.The producers of “Once Upon a One More Time” said Friday that the show will begin performances May 13 and open June 22 at the Nederlanders’ Marquis Theater. Those dates mean that the show will be part of the next theater season — not this one. (Summer openings are unusual but not unheard-of on Broadway: A musical adaptation of “Back to the Future” is also planning to open next summer.)“Once Upon a One More Time” is being directed by Keone and Mari Madrid, a married hip-hop dance team making their Broadway debuts, assisted by the British director David Leveaux, a five-time Tony nominee who is credited as a creative consultant. The show features a book by Jon Hartmere, who previously wrote the screenplay for “The Upside” and was one of the writers of the Off Broadway musical “Bare.”The musical is being produced by Nederlander and Hunter Arnold; it is being capitalized for $20 million, according to a filing with the Securities and Exchange Commission. Spears’s fan club is being given first access to tickets. More

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      In Washington, a Princess Party and a Carnival of Self-Loathing

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      Two shows with Broadway aspirations, “Once Upon a One More Time” and “A Strange Loop,” represent opposite extremes of what a big, mainstream production can be.WASHINGTON — Sidney Harman Hall was bustling before a recent matinee of “Once Upon a One More Time,” a revisionist fairy tale mash-up scored with Britney Spears songs at Shakespeare Theater Company here. People were taking group selfies at one of two step-and-repeats. A few girls — and women — tittered in tiaras. Purple T-shirts and tote bags with the show’s title and the names of storybook princesses were being sold. And the theater, which has a capacity of about 700, had no empty seats in sight. At least from the outside, “Once Upon a One More Time” looked like the kind of splashy show you might find on Broadway.I was in Washington for the weekend, at the first post-opening matinee of the show, and it wasn’t the only musical in the neighborhood with Broadway aspirations; the second show I saw here, Woolly Mammoth’s production of “A Strange Loop,” by Michael R. Jackson, has just announced plans for a Broadway run in the spring. It’s a more daring work: a meta show about a queer Black playwright writing a show about a queer Black playwright that opened Off Broadway in 2019 and won the Pulitzer Prize.Two very different shows in two very different theaters less than a mile apart: “Once Upon a One More Time” and “A Strange Loop” represent opposite extremes of what a Broadway production can be.Written by Jon Hartmere and directed and choreographed by the husband-and-wife team Keone and Mari Madrid, “Once Upon a One More Time” is set inside an abstract representation of the world of children’s storybooks. That’s to say that whenever a child opens a book of fairy tales, the denizens of this magical kingdom must act out the classic plots for the reader. Meanwhile, the princes and princesses — Snow White (Aisha Jackson), the Little Mermaid (Lauren Zakrin), Sleeping Beauty (Ashley Chiu), the Princess and the Pea (Morgan Weed), Rapunzel (Wonu Ogunfowora) and several others — hang around like on-call workers, waiting for their boss, the Narrator, to direct them through the scenes of their tales, which they must obediently act out in order to have their happily ever after.Princesses take a stand: From left, Lauren Zakrin, Selene Haro, Ashley Chiu, Adrianna Weir (seated), Wonu Ogunfowora, Aisha Jackson, Jennifer Florentino and Amy Hillner Larsen.Mathew MurphyBut Cinderella (Briga Heelan) isn’t happy, and becomes even less so after she learns that her Prince Charming (Justin Guarini) is being paid for his services while she isn’t. Then Cinderella meets the Notorious O.F.G. (that’s Original Fairy Godmother, comically played by Brooke Dillman), who comes all the way from the mystical land of Flatbush, Brooklyn, to give poor Cin a copy of “The Feminine Mystique.” Suddenly enlightened by feminist theory, Cinderella leads her fellow princesses in protest, demanding that they be allowed to write their own stories.The audience cheered at the more clever pairings of popular Spears songs with important plot points, like an unfaithful prince singing “Oops! … I Did It Again” or Cinderella’s evil stepmother singing “Toxic.”But as I watched the show, I wondered: Who is the target audience for this? So many Broadway shows are aimed at a general audience, and similarly, “Once Upon a One More Time” seems to want to appeal to both children and adults. The fairy tale premise (nodding to shows like “Into the Woods” and “Shrek”) and the earnest sermonizing seem to point to an audience of kids. But the lines of dialogue about microaggressions (the Narrator warns Cinderella about being “difficult,” getting “hysterical” and using a “shrill” voice, all of which made the audience gasp), along with some mild sex jokes, are clearly aimed at knowing adults. Plus, call me conventional, but I doubt a children’s show would include a song called “Work Bitch.” In aiming for a Broadway stage, “Once Upon a One More Time” still seems to be figuring out what its prospective audience would look like.With its blatant messaging about female empowerment and revisionist approach, not unlike two recent Broadway musicals — “Six” and “Diana,” both of which recast famous women from history as self-possessed and self-reliant feminist icons — “Once Upon a One More Time” reflects the broad strokes of modern-day feminism but shies away from anything too hefty or complex. That includes the pink-pigtailed elephant in the room: Spears herself, who has documented what she has called years of exploitation in her quest to end her conservatorship. So particularly the Britney faithful will most likely be disappointed to find the pop star absent from a show largely based on the products of her career.“A Strange Loop” has announced plans to transfer to Broadway in the spring. From left: James Jackson Jr., L Morgan Lee, Antwayn Hopper, John-Andrew Morrison, Jaquel Spivey (seated right), Jason Veasey and John-Michael Lyles.Marc J. FranklinAt Woolly Mammoth’s space, just a few blocks from Sidney Harman Hall, there were no selfie stations or gift kiosks. The theater seats less than 300 people, and the content of Jackson’s “A Strange Loop” could not be more different from “Once Upon a One More Time.”Directed by Stephen Brackett, “A Strange Loop” is a carnival of its protagonist’s self-loathing, his insecurities, his introspective reveries on sexuality and identity, society, family and religion. It’s hilarious until it turns vicious, and vice versa. And it defines itself through a critique of commercial productions, like the long-running Broadway show “The Lion King,” as well as through a deconstruction of the expectations society may have of a Black, queer artist, which can crush brave new work.The musical rejects the polite, family-friendly themes and the tidy endings of what its protagonist, a Broadway usher named Usher (Jaquel Spivey), sees at work. Full of references to sexual assault and racism, and with enough offensive language to fill a gallon-size swear jar, “A Strange Loop” aims to bring taboo topics to mainstream theater. The Woolly Mammoth crowd snapped and mmhmm-ed to lines breaking down queer and race politics; at one point a man in the row behind me got out of his seat and waved his arms around to the music as if he were at a rave — if raves played devastating songs about homophobia and abuse.Walking out of the theater afterward, I overheard a group of friends wonder if “A Strange Loop” could go to Broadway. One woman had reservations; she liked it, she said, but — and here she paused before awkwardly stumbling through her qualifier — it was a musical about AIDS.I held my tongue — because I could’ve mentioned that “Rent” and “Angels in America” were two Broadway shows about AIDS. Or that “A Strange Loop” is about so much more than AIDS. Or that this season, Broadway had “Dana H.,” a show about kidnapping and assault, and “Is This a Room,” about a real F.B.I. investigation — both fantastic, critically acclaimed works of art. Or that “Slave Play” brought similarly explicit language and sexual content to Broadway in 2019 and has now reopened.Or I could’ve simply said that this beautifully brutal work of theater is already headed to Broadway. More