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      in Television

      How a TV Ad Enticed Broadway Crowds Right After 9/11

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      Rudy Giuliani was meant to appear; Elaine Stritch arrived just in time. Recalling the “I Love New York” spot that helped dispel the fear in Times Square.Following the Sept. 11 terrorist attacks, Broadway suspended performances for just two days, reopening on Sept. 13, 2001. But audiences were hesitant to return, and many shows performed to near-empty houses for weeks.To encourage attendance, the theater’s brightest stars — many in costume — gathered in a mostly deserted Times Square on Sept. 28 to perform the John Kander and Fred Ebb song “New York, New York.” (A studio recording session was held the day before to capture audio).Book ended by two of Broadway’s best-known voices, Bernadette Peters and Nathan Lane, the performance had the Phantom rubbing shoulders with the Beast, while “Lion King” puppets bobbed overhead. Brian Stokes Mitchell and Brooke Shields were there; so were the preteen urchins from “Les Miserables.”The footage was used for a 30-second commercial that ran on major television networks, as well as in movie theaters across the country. The goal of the ad, according to its director, Glenn Weiss: “I want people to not be afraid to come and see a show.”The week of the attacks, Broadway altogether grossed an anemic $185,490. After the commercial’s release, ticket sales steadily increased, and for the week of Nov. 11, shows brought in $470,845.Twenty years later, as Broadway braces for another nervous reopening, there are striking parallels to that morning in late September. Indeed, on Aug. 30, the industry set in motion its own post-pandemic marketing campaign, including a clip-filled video entitled “This is Broadway,” narrated by Oprah Winfrey.Here, those who were in front of the camera and behind the scenes for the 2001 ad reflect on the experience. These are edited excerpts from the conversation.JAN SVENDSEN FRIEDLANDER, then-marketing director of the Broadway League On the 12th, I did go to work. I went to the League offices and all these members — producers and theater owners and general managers — started coming. No one knew what to do. And then midday, the mayor’s office called and they said, “You’ve got to get Broadway reopened.” So we agreed to reopen on Thursday the 13th.Jan Svendsen Friedlander, the former marketing director of the Broadway League, with a poster signed by many of the participants in the Broadway-boosting 2001 commercial.Rozette Rago for The New York TimesRozette Rago for The New York TimesNATHAN LANE, performer Everybody was shaken by what happened. And people were concerned it might happen again. “The Producers” had opened and played through summer and then it was the fall. We went back on a Thursday, all because of [then Mayor] Rudy Giuliani — this is before he was a raging [expletive]. It felt wrong to be going back so quickly. And yet we were trying to do something positive.DREW HODGES, founder, SpotCo advertising agency Something like five days later we were back in the office and trying to figure out what to do. We had this idea of doing a TV commercial, getting everybody into Times Square. Barry Weissler, the “Chicago” producer, he was a friend. We went to him and said, “We have this idea, help us rock and roll it forward and get it to more powerful people.” And I believe he said, “I was thinking the same thing.”BARRY WEISSLER, producer We knew we wanted to sing “New York, New York.” What else? It was an idea that grew out of my meeting with Jed [Bernstein, former Broadway League president], saying we should bring the entire Broadway community together in one place to celebrate humanity — the tragedy aside, 9/11 aside. Let’s celebrate Broadway, humanity and life.BERNADETTE PETERS, performer Of course, New York was afraid. We were concerned: Is it going to happen again? But we just had to be brave and let people know that it was time to take back New York.JERRY MITCHELL, choreographer Drew Hodges called me and said, “We’re getting ready to do a commercial. We’re filming in Times Square. I’m going to get all the actors before their matinee. Will you choreograph it?” I said, “Absolutely, what do you need?” He sent me the song, and I had 12 dancers, I think, with me. I choreographed a little something for them that night. And the next morning, we met at the Booth Theater [functioning as a green room]. I went onstage, and there was the Broadway community, in costume, sitting in the audience.CHRIS BONEAU, publicist [Producers] were told, “We need two people to do this, and it has to be Nathan and Matthew [Broderick].” Or: “It can be three costumed characters, and these are the ones who we would like to get.” You got to hand it to the people who wrangled the whole thing. I mean, there were so many people behind the scenes who were doing every single thing they could to get this moment right, because you only had one shot at it.HODGES We were standing in Shubert Alley, waiting to go into the Booth while the shows filed in. And we heard this jangling sound, and we couldn’t figure out what it was. And it got louder and louder. And then around the corner came all the Rockettes. And they were in costume, in formation in one line, tap dancing, literally, across an empty Times Square.Faces in the crowd, from left: Tony Roberts, Peters, Betty Buckley, Joel Grey, Dick Cavett, Stritch and Cady Huffman.Sara Krulwich/The New York TimesJOEL GREY, performer Everybody you ever knew in the theater all of a sudden was there, shiny and bright and ready to take on the world. Theater people believe in dreams, so we were all dreamers saying, “Everything is going to be all right.” We all needed to tell a story.MITCHELL I was standing onstage [at the Booth] and said, “This is the choreography; everybody stand up.” I think I played the tape three times. And then as each group went to their place, I put an assistant with them. They took them out to the platform and started reviewing it. Then I went out front, and I climbed the George M. [Cohan] statue, and I was standing on the statue yelling at everybody over a megaphone.PETER GALLAGHER, performer I remember Jerry, he couldn’t have been a more embracing and vibrant life spirit. And, frankly, it was just really reassuring to see everybody — just to see a lot of people you had known or worked with.HODGES The last line is, and Nathan says it in the spot, “Come to New York and let’s go on with the show.” But it was supposed to be Giuliani.FRIEDLANDER We kept hearing, “He’s coming, he’s coming. Don’t let anybody go, he wants to be in it.” So while we were waiting, a lot of the restaurants in Times Square came running out, and they were handing [out] cases of water and croissants and pastries and sandwiches and drinks.GLENN WEISS, director Fire trucks were heading right past us. And literally every cast from every Broadway show stopped, turned and applauded. The people who get applause were giving applause, and it was for our first responders. That vision will stick with me forever.PETERS We had our passion and our power and our love for New York and what it represents. Everyone was there. Of course Elaine Stritch, my dear friend, she just made it at the last minute, because she always would run just a little late.HARVEY FIERSTEIN, performer We were told to wear anything we wanted except white. That was emphasized a bunch of times. So we were ready to shoot and a cab pulls up through the police line and out steps Stritch, all in white. And then of course, everybody’s already in place, so the only place she can possibly stand is dead center — in white.LANE She thought, I think because of the success of “The Producers,” I would be in the front row and that if she stood next to me, she would definitely be on camera. She said, “Oh, no, no, no, I’ll be right here next to Nathan.” That I remember was very amusing. And very typical of her.Nathan Lane recalled how Elaine Stritch jostled for a prime position at the shoot.Jesse Dittmar for The New York TimesWEISSLER A few performers, when we placed them, insisted on pushing through to the front. I’m not going to name names. So take a look at who’s in front. She was a dear friend.HODGES We had to plan where everybody stood, and it was a grid of 40 shows. So people like Susan Lucci and Alan Alda [both had previously been on Broadway] were in the front, as they did not have a show to stand with. And of course, they were recognizable.FRIEDLANDER The concept was always to start really small with Bernadette. Bernadette symbolizes Broadway. And then the idea was just to go wider and wider and wider, so that you see Times Square, and you see that there was life there.PETERS Although I started it and I’m the first voice, it’s all of us. That’s what was important. The feeling of the love between us made us all stronger.HODGES Every single person did it for not a penny, which is kind of miraculous.FRIEDLANDER Seth Popper [the League’s director of labor relations] was my counterpart; he managed to get all the unions to give us concessions, so that we could actually shoot this spot. In the real world, if we had tried to pay for that spot, it would have been millions of dollars.GREY It was impossible to not want to be a part of it, to be somehow part of the solution. God, who would believe that there even was a solution?GALLAGHER Fortunately, none of us are accustomed to certainty in any aspect of our lives. And so it’s the kind of pluck: We don’t stop performing in a show just because it doesn’t work, or it’s going to close. You don’t stop because there’s a threat. You just keep going. More

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      in Theater

      Broadway Reopened. For 36 Minutes. It’s a Start.

      by

      Before a masked, distanced and virus-tested audience of 150, the dancer Savion Glover and the actor Nathan Lane performed, celebrating theater and testing safety protocols a year after the pandemic caused theaters to close.Three hundred and eighty-seven days after Broadway went dark, a faint light started to glimmer on Saturday.There were just two performers — one at a time — on a bare Broadway stage. But together they conjured up decades of theater lore, invoking the songs and shows and stars that once filled the grand houses in and around Times Square.The 36-minute event, before a masked audience of 150 scattered across an auditorium with 1,700 seats, was the first such experiment since the coronavirus pandemic caused all 41 Broadway houses to close on March 12, 2020, and industry leaders are hoping it will be a promising step on what is sure to be a slow and bumpy road to eventual reopening.Mr. Glover, a renowned tap dancer, performed an improvisational song-and-dance number in which he seemed to summon specters of productions past.Sara Krulwich/The New York TimesThe dancer Savion Glover and the actor Nathan Lane, both of them Tony Award winners, stood in for a universe of unemployed artists and show-starved fans as they performed a pair of pieces created for the occasion.Mr. Glover, a renowned tap dancer, performed an improvisational song-and-dance number in which he seemed to summon specters of productions past. He walked onstage, removed the ghost light that by tradition is left on to keep spirits away from an unoccupied theater, and began to sing lyric samples, accompanied only by the sound of his bright white tap shoes. “God I hope I get it,” he began, citing the yearning theme of “A Chorus Line.”And from there, he was off, quoting from “The Tap Dance Kid,” “Dreamgirls,” “42nd Street” and other shows that he said had influenced him, often celebrating the urge to dance, while also acknowledging the challenges of the entertainment industry. (“There’s no business like show business,” he sang, before adding, “Everything about it is eh.”) He also made a pointed reference to Black life in the U.S., interpolating the phrase “knee-on-your-neck America” into a song from “West Side Story.”“I was a little nervous, but I was elated, and happy, and there was nostalgia, and I was sentimental — it was everything,” he said in an interview afterward. “And I felt very safe. I want to be rubbing elbows and hugging — we’re looking for that eventually — but there’s no more safe place than right in the middle of that stage.”Mr. Lane, a three-time Tony winner, performed “Playbills,” a comedic monologue written for the occasion by Paul Rudnick.Sara Krulwich/The New York TimesMr. Lane, one of Broadway’s biggest stars, performed a comedic monologue by Paul Rudnick, in which he portrayed a die-hard theater fan (with an alphabetized Playbill collection) who dreams (or was it real?) about a parade of Broadway stars, led by Hugh Jackman, Patti LuPone and Audra McDonald, arriving at his rent-controlled apartment and vying for his attention while dishily one-upping one other. (“Have you ever heard of a little show called ‘Evita’?” Ms. LuPone, Broadway’s original Eva Perón, asks Mr. Jackman, to which he retorts, “I loved the movie with Madonna,” at which point Ms. LuPone grabs a steak knife.)In an interview after the event, Mr. Lane said: “These are baby steps toward a real reopening. It’s a way of signaling to everyone that we’re coming back.”And did he feel safe? “I felt as safe as anyone who has been vaccinated and tested 123 times,” he said. “I’ve been swabbed. I’ve been hosed down. There were a lot of precautions and protocols, so yes, I felt safe.”The event’s safety measures included the limited audience, mandatory masks and socially distanced seating. Plus, all attendees were required to show proof of a negative coronavirus test or a completed vaccination regimen and to fill out a digital questionnaire attesting to an absence of Covid-19 symptoms or recent exposure; attendee arrival times were staggered; there was no intermission, food or drink; and although bathrooms were open, attendees were encouraged to use a bathroom before arriving to reduce potential crowding.The 150 attendees sat spaced apart in the 1,700-seat theater, and had to provide proof of a negative coronavirus test or a completed vaccination regimen in order to enter.Sara Krulwich/The New York TimesThe St. James, a city historic landmark built in 1927, was chosen in part because it’s big — one of the largest theaters on Broadway — and empty. The theater also has a modern ventilation system, which was installed when the building was expanded in 2017, and its air filters were upgraded during the pandemic in an effort to reduce the spread of airborne viruses.The theater’s owner, Jordan Roth, teared up in the lobby before the event, moved by the moment. “It’s the first step home — the first of many,” he said. “This is not, ‘Broadway’s back!’ This is ‘Broadway is coming back!’ And we know it can because of this.”The event, while free, was by invitation only, and the invitations went mostly to workers for two theater industry social service organizations, the Actors Fund and Broadway Cares/Equity Fights AIDS. Among them was a Broadway Cares volunteer, Michael Fatica, who is an actor; he was in the ensemble of “Frozen,” which was the last show at the St. James, and which has announced that it will not reopen on Broadway. “They were fantastic,” he said afterward. “And it’s incredible that people are performing. But it’s so far away from commercial theater, and tens of thousands of actors are still out of work.”The event was also a chance to bring back the theater’s employees. Tony David, a porter, was there wearing his black suit and a tie and hat with the logo of the Jujamcyn theater organization, plus latex gloves and a face shield over a mask. “It’s nice to be back and doing something,” he said. “Hopefully this is the beginning.”Jordan Roth, left, the theater owner, greeted the event’s director, Jerry Zaks. “It’s the first step home,” Mr. Roth said of the show. “The first of many.”Sara Krulwich/The New York TimesThe event was directed by Jerry Zaks, a four-time Tony winner, who over the years has both acted and directed at the St. James. “This has been the longest I have not been inside a theater in 50 years,” he said. “I don’t want to sound giddy, but I’m excited, and I feel like a kid. There is a pulse — it’s faint, but there is one, and it augurs well for the months ahead.”The performance was sponsored by NY Pops Up, which is a partnership among the state government, the producers Scott Rudin and Jane Rosenthal and the artist Zack Winokur. Empire State Development, which finances the state’s economic development initiatives, has set aside $5.5 million from its marketing budget to pay for 300 performances through August; the purpose, the state says, is to lift the spirits of New Yorkers and to jump-start the entertainment industry.The organizers said they would confer on Monday morning about lessons learned from the Saturday event, and they anticipate nine other programs in Broadway houses over the next 10 weeks. But most producers expect that full-scale plays and musicals will not return to Broadway until the fall; commercial theater producers have said they do not believe it is financially feasible to reopen at reduced capacity, and the state is hoping to increase occupancy limits and reduce restrictions over time.“I don’t have a crystal ball — none of us do, but we have shows scheduled to reopen in September, October and November,” said Charlotte St. Martin, the president of the Broadway League. Ms. St. Martin, who attended the Saturday event, said the Pops Up performances could be helpful steps toward reopening.“It will give the health department the opportunity to see how the theaters work, and hopefully to learn what it will take for us to be declared OK to open at 100 percent,” she said. “And it’s also a great opportunity to remind us all of what makes New York so special.” More