A new performance schedule has proven to be a game-changer for the Neil Diamond Broadway bio-musical, A Beautiful Noise. With the introduction of a Thursday matinee, the show has experienced a surge in attendance and revenue. Last week, the musical grossed over $1 million, marking a nine-month high for the production.
Producer Ken Davenport made the decision to change the performance schedule starting in September. Rather than performing on Wednesday evenings, the musical now offers two shows on Thursdays. This shift in schedule seems to have struck a chord with audiences.
The first Thursday matinee, which took place on September 7, almost sold out with 1,036 attendees. This is nearly double the average attendance for Wednesday evening shows in July and August. While the specific financial figures for the Thursday matinee were not disclosed, the overall gross was reported to be 130% higher than the average Wednesday evening gross.
Ken Davenport acknowledged that the changing audience patterns influenced this decision. The Covid-19 pandemic and subsequent Broadway shutdown had a lasting impact on the behavior of theatergoers. With more New Yorkers working from home and having greater flexibility, the demand for matinee performances has increased.
Davenport conducted extensive research that revealed a desire for more matinees among potential theater attendees. This insight prompted him to adapt the performance schedule to better align with the preferences of the current audience. The traditional eight-performance week, which included matinees on Saturday, Sunday, and Wednesday, was no longer suited for the changing times.
A Beautiful Noise, a jukebox musical celebrating the life and music of Neil Diamond, opened to mixed critical reviews in December. Despite not receiving a Tony Award nomination, the show found success with its repertoire of beloved classics. Songs like “Sweet Caroline,” “Cherry Cherry,” “I Am… I Said,” “Holly Holy,” and “You Don’t Bring Me Flowers” resonated with audiences, leading to a strong initial turnout.
However, sustaining audience interest over the long term became a challenge. The introduction of the Thursday matinee schedule has undoubtedly injected new energy into the production. The increased revenue generated from the performances is a testament to the success of this strategic decision.
The positive results of implementing a Thursday matinee have showcased the value of adapting to evolving audience preferences. As the Broadway industry recovers from the impact of the pandemic, producers and theater owners may need to consider innovative approaches to engage theatergoers.
The success of A Beautiful Noise serves as a case study for the potential benefits of reimagining traditional performance schedules. By understanding the needs and desires of the audience, theaters can maximize their revenue and attract a wider range of attendees.
The introduction of a Thursday matinee performance schedule has proven to be a game-changer for A Beautiful Noise. The increased attendance and revenue demonstrate the impact of adapting to the changing demands of theatergoers. As the Broadway landscape continues to evolve, this success story serves as a reminder of the importance of staying attuned to audience preferences and adjusting strategies accordingly.