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Creative

Musicals Coming to Broadway This Spring

There is a slew of new musicals headed to Broadway this season. With thriving revivals already in performances like Sunset Boulevard and Once Upon a Mattress alongside Broadway first-timers like Maybe Happy Ending and Tammy Faye, the fall season is already well underway. Elf will come knocking in time for the holidays, with Swept Away, Death Becomes Her, and Gypsy to open and join the fray before New Year’s Day. 

Let’s look ahead here to 2025, where an astonishing 11 musicals are currently scheduled to begin performances:

Redwood

Idina Menzel will return to Broadway in Redwood, a deeply personal new musical directed and co-written by Tina Landau, premiering at the Nederlander Theatre. This production explores the journey of Jesse, a seemingly successful woman who embarks on a transformative road trip through the forests of Northern California after her personal life begins to unravel. Previews begin January 24, 2025, with the official opening on February 13, 2025.

Buena Vista Social Club

This new musical will transport audiences to 1950s Havana, where a group of musicians create a revolutionary sound, only to be disrupted by the Cuban Revolution. Decades later, they reunite to record an album that becomes a world music sensation. Directed by Saheem Ali with choreography by Patricia Delgado and Justin Peck, the show blends Afro-Cuban rhythms with a story of survival, redemption, and music’s lasting power. Previews begin at the Gerald Schoenfeld Theatre on February 21, 2025, with an official opening set for March 19, 2025

Operation Mincemeat

This Olivier Award-winning musical makes its Broadway debut at the Golden Theatre in 2025. Set in 1943 during World War II, it tells the absurd and true story of a British intelligence operation that used the corpse of a homeless man to deceive the Nazis. Known for blending farce with espionage thrills, the musical is written and performed by the UK comedy group SpitLip. Directed by Robert Hastie with choreography by Jenny Arnold, it begins previews on February 15, 2025, and officially opens on March 20, 2025.

BOOP! The Betty Boop Musical

This vibrant new musical brings the iconic cartoon flapper Betty Boop to life on Broadway, with previews starting March 11, 2025, and an official opening set for April 5 at the Broadhurst Theatre. Directed and choreographed by Jerry Mitchell (known for hits like Kinky Boots and Legally Blonde), and featuring a score by Grammy-winner David Foster, lyrics by Susan Birkenhead, and a book by Bob Martin, the show explores Betty’s whimsical journey from her black-and-white world to the colorful streets of New York City, where she embarks on an adventure of self-discovery.

The Last Five Years

Jason Robert Brown’s beloved musical The Last Five Years will make its long-awaited Broadway debut in 2025, with Nick Jonas and Adrienne Warren leading the cast. Directed by Whitney White, this limited engagement will run at the Hudson Theatre. Previews begin on March 18, 2025, and the official opening is set for April 6, 2025. The musical chronicles a couple’s five-year relationship, told from two perspectives: Jamie’s story moves forward in time, while Cathy’s unfolds in reverse. With its intricate structure and emotional score, this production promises a fresh, heartfelt take on a fan-favorite story. The run is scheduled to conclude on June 22, 2025.

Stephen Sondheim’s Old Friends

This musical revue, celebrating the legacy of Stephen Sondheim, will arrive on Broadway at the Samuel J. Friedman Theatre. Previews begin March 25, 2025, and the official opening follows on April 8, 2025. The production features an all-star cast, including Bernadette Peters and Lea Salonga, reprising their acclaimed roles from the West End. Additional cast members include Beth Leavel, Gavin Lee, and Ryan McCartan, among others.

Smash

The Broadway adaptation of the NBC series Smash will begin previews at the Imperial Theatre on March 11, 2025, with its official opening on April 10, 2025. This musical takes audiences behind the scenes of the fictional production Bombshell, chronicling the chaotic journey of creating a Marilyn Monroe musical. The production is helmed by director Susan Stroman and features a score by Marc Shaiman and Scott Wittman, known for their work on Hairspray. Robyn Hurder and Caroline Bowman lead the cast, promising high-energy performances and a love letter to Broadway itself.

Floyd Collins

The long-anticipated Broadway debut of Floyd Collins, a musical by Adam Guettel and Tina Landau, will open at the Vivian Beaumont Theater under the direction of Landau. Previews start on March 27, 2025, with an official opening on April 21, 2025. This production marks a milestone in Lincoln Center Theater’s 40th-anniversary season. The musical, featuring a haunting score by Guettel, first premiered Off-Broadway in 1996 and has since developed a devoted following. The upcoming Broadway staging will revive the original creative vision while introducing new design elements for a contemporary audience

Just In Time

The upcoming musical Just In Time will feature Tony Award winner Jonathan Groff as the legendary singer Bobby Darin. Directed by Alex Timbers, this immersive production will transport audiences to an intimate nightclub setting, complete with a live band performing Darin’s greatest hits. Previews begin on March 28, 2025, at Circle in the Square Theatre, with the official opening on April 23, 2025.

The Pirates of Penzance

A new revival of Gilbert and Sullivan’s The Pirates of Penzance will debut on Broadway at the Todd Haimes Theatre. Directed by Scott Ellis, with choreography by Warren Carlyle, this updated production will feature a jazzy, New Orleans-inspired setting, bringing fresh rhythms to the beloved operetta. The show stars Ramin Karimloo as the Pirate King and David Hyde Pierce as the Major General. Previews begin April 4, 2025, with the official opening set for April 25. The limited run will continue through June 22, 2025.

Real Women Have Curves: The Musical

Real Women Have Curves: The Musical will premiere on Broadway at the James Earl Jones Theatre this spring. Previews are scheduled to begin on April 1, 2025, with an official opening night set for Sunday, April 27, 2025. This musical adaptation of the beloved play and film will explore themes of body positivity, family dynamics, and cultural identity. It follows a group of Latina women working in a Los Angeles garment factory, finding strength and pride in their shared experiences.

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Creative

Where’s That Cast Now? Mamma Mia! Edition

The jukebox musical featuring the songs of ABBA, premiered on the West End in 1999. Two years later, the show was an international sensation and opened on Broadway at the Winter Garden Theatre. In the years since, the musical continues to entertain with productions and tours all over the world, two movie adaptations, and a rumored third on the way!

Come along, dancing queens, as Broadway’s Best Shows dives into the careers of the original Broadway cast over 22 years later.

Louise Pitre (Donna Sheridan)

As Donna, Pitre earned herself a Tony Award nomination in 2002. After leaving the show in 2003, Pitre has continued in musical theatre, with iconic performances as Fantine in Les Misérables, Mama Rose in Gypsy, and Joanna in Company. In 2009, Pitre performed at Carnegie Hall in the musical Kristina, written by ABBA’s Benny Andersson and Bjorn Ulvaeus. 

Judy Kaye (Rosie)

Kaye received a Tony Award nomination for Mamma Mia!, and has continued to appear on Broadway and regional stages across the country. In 2006, Kaye appeared as Mrs. Lovett for 1 week in the revival of Sweeney Todd while Patti LuPone was on vacation. Later that year, she took over for Patti again in the revival of Gypsy. Kaye starred in the 2012 musical Nice Work If You Can Get It, winning a Tony Award, Drama Desk Award, and Outer Critics Circle Award for her portrayal of Duchess Estonia Dulworth. After a brief run as the Dowager Empress in the Broadway musical Anastasia, she originated the role of Queen Elizabeth II in Diana, The Musical

Karen Mason (Tanya)

Seven years after originating the role of Tanya on Broadway, Mason appeared on Broadway in Hairspray as Velma Von Tussle. In 2011, Mason appeared as the Queen of Hearts in the Broadway musical Wonderland and went on to recreate the role in the Tampa & Houston productions. She also appeared as Madame Giry in the national tour of Andrew Lloyd Webber’s Lover Never Dies.

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Karen Mason, Louise Pitre & Judy Kaye in Mamma Mia! Photo by Joan Marcus

Ken Marks (Bill Austin)

Marks has appeared in several Broadway productions since originating the role of Bill, including Hairspray as Wilbur Turnblad, Spring Awakening, Spider-Man Turn off the Dark, Airline Highway, and most recently, the 2022 Tony-winning revival of Take Me Out

Dean Nolan (Harry Bright)

Following his run as Harry Bright, Nolan continued to appear in Off-Broadway and regional theaters. He co-produced a documentary titled “None Less than Heroes,” about the Honor Flight program which brings World Warr II veterans to Washington D.C. Currently, Nolan is on the faculty Texas Tech University’s School of Theatre and Dance. 

Tina Maddigan and Joe Machota starred in the original cast production of \"Mamma Mia!\"
Tina Maddigan & Joe Machota in Mamma Mia! Photo by Joan Marcus

Tina Maddigan (Sophie)

In 2006, Maddigan returned to Broadway as a standby in the original Broadway cast of The Wedding Singer. After a spinal injury left her with vocal paralysis, Maddigan spent years in vocal therapy and is currently an avid TikToker with over 500k followers. 

Joe Machota (Sky)

After leaving the production in 2005, Machota moved to the business side of the industry, becoming the head of theater at CAA, where he currently represents some of the largest names in entertainment. 

Notable Broadway Replacements

Carolee Carmello (Donna)

Following her departure from the show, Carmello originated the role of Alice Beineke in the musical The Addams Family. In 2011, she replaced Victoria Clark as Mother Superior in the musical Sister Act. Other notable Broadway credits include Scandalous, Finding Neverland, and Tuck Everlasting. Carmello starred as Dolly Levi in the national tour of Hello, Dolly! Until its closing in 2020, and most recently appeared in the Broadway musical Bad Cinderella.

Beth Leavel (Donna)

Beth Leavel succeeded Carolee Carmello as Donna in 2009. Since, she’s appeared on Broadway in Elf the Musical and Baby It’s You!, earning a Tony nomination for the latter. In 2018, she starred in The Prom, earning another Tony nomination. Most recently, Leavel starred as Miranda Priestly in the Chicago premiere of the musical adaptation of “The Devil Wears Prada.”

Christy Altomare

Altomare made her Broadway debut in Mamma Mia! Since, she originated the role of Anya in the Broadway musical adaptation Anastasia

Judy McLane (Donna & Tanya)

McLane starred as both Donna and Tanya, and is the longest-running lead in the musical’s history with over 4,000 performances. Currently, McLane is starring as Joanne on the national tour of Company.

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Broadway's Best

Broadway’s Best Directors Who Started As Actors

By Katie Devin Orenstein

Which Broadway directors gave onstage performances before leaping to the other side of the table? Find out below!

George Abbott

The larger-than-life Abbott, who lived until he was 107, directed over 50 Broadway shows, including the original productions of Pal Joey, On the Town, The Pajama Game, Once Upon a Mattress, and A Funny Thing Happened on the Way to the Forum. He made his Broadway debut as an actor in The Misleading Lady all the way back in 1913. 

Michael Arden

This year’s Tony winner for Best Direction of a Musical for Parade, Arden made his Broadway debut as an actor in the 2003 revival of Big River, and also performed in Twyla Tharp’s The Times They Are A-Changin’. 

Vinnette Justine Carroll

Vinnette Carroll became the first Black woman to be nominated for a directing Tony in 1973, for Micki Grant’s Don’t Bother Me, I Can’t Cope. She was nominated for both directing and writing the book of Your Arms Too Short to Box With God in 1976. Her numerous acting credits include the 1961 revival of The Octoroon. 

Gower Champion

Champion was the original director and choreographer of hits like Bye Bye Birdie, Hello, Dolly!, and 42nd Street. He got his start as a dancer in 1940s revues like The Streets of Paris. 

David Cromer

In between directing The House of Blue Leaves and The Band’s Visit on Broadway, Cromer found time to play racist Homeowner’s Association member Karl Lindner in Kenny Leon’s revival of A Raisin in the Sun, as well as appear opposite Jeff Daniels in the pilot of HBO’s The Newsroom. He is also currently starring in an off-Broadway production of Uncle Vanya.

Graciela Daniele

Graciela Daniele started her career as a dancer for legends like Bob Fosse and Michael Bennett – she was in the original company of Follies, and was the original Hunyak, a.k.a. Uh-Uh in “Cell Block Tango,” in Chicago. She’s since choreographed 9 Broadway shows, and directed and choreographed another 6, including Once on this Island. She is the only Latina nominee in history for Best Choreography and Best Direction of a Musical at the Tonys, and she won a Lifetime Achievement Tony in 2020. 

Graciela Daniele’s Tony-nominated choreography:

Bob Fosse

Before he was the legendary director-choreographer of Pippin, Chicago, The Pajama Game, Sweet Charity, and the director of movies like Cabaret and All That Jazz, he made his Broadway debut as a dancer in the forgotten 1950 revue Dance Me a Song. He understudied the role of Joey in the 1953 Pal Joey revival that turned it into a hit, and played the role at City Center in between choreography jobs in 1963. 

Maria Friedman

Friedman will direct this fall’s upcoming revival of Merrily We Roll Along. She is a celebrated Sondheim interpreter, and earned Olivier awards for her performances as Fosca in Sondheim’s Passion, as well as Mother in Ahrens and Flaherty’s Ragtime. 

Tony Goldwyn

Tony Goldwyn is co-directing the upcoming Pal Joey rework at City Center, but he’s best known to television audiences as Scandal’s President Fitz, and he’s also going to appear this summer in Christopher Nolan’s Oppenheimer

Kenny Leon

While Kenny Leon was the artistic director of Atlanta’s Alliance theater in the 1990s, he also found time to act in a number of TV shows– including The Rosa Parks Story, starring Angela Bassett. He won his Tony for directing A Raisin in the Sun in 2014, and is next represented on Broadway with Purlie Victorious, opening this fall. 

Patrick Marber

Marber actually began his career in British sketch comedy. He then began writing for the English stage, and wrote and directed Closer, which transferred to Broadway in 1999 and was turned into a film directed by Mike Nichols in 2004. He is now known best for his work directing Tom Stoppard plays, including 2017’s Travesties and this season’s Leopoldstadt, for which he won his first Tony award. 

Jerry Mitchell

Jerry Mitchell started dancing on Broadway as a replacement in A Chorus Line. He worked his way up to being Jerome Robbins’ assistant on Jerome Robbins’ Broadway, and choreographed You’re a Good Man, Charlie Brown in 1999. His first time directing on Broadway was the beloved Legally Blonde.  

Jerry Mitchell backstage at The Will Rogers Follies,

Casey Nicholaw

Nicholaw, who won a Tony this year for choreographing Some Like It Hot, was an ensemble member in 8 Broadway shows, including dancing Susan Stroman’s choreography in Crazy For You, and understudying Horton the Elephant in the original Seussical. Those performance chops came in handy this March, when Nicholaw went on as an emergency understudy in Some Like It Hot. 

Nicholaw in the ensemble of Seussical (far right).

Jerome Robbins

Robbins, the legend at the helm of West Side Story, Fiddler on the Roof, and Gypsy, was born Jerome Rabinowitz, and began his career as a dancer in the 1920s in Yiddish modern dance companies. He was also a soloist with American Ballet Theatre in the early 1940s, and danced in George Balanchine’s Broadway revues. He choreographed Fancy Free for ABT, which he and Leonard Bernstein then transformed into his first Broadway choreography credit, On The Town. 

Ruben Santiago-Hudson

Santiago-Hudson was Tony nominated for his direction of August Wilson’s Jitney, and has acted in three other Wilson plays on Broadway. He also wrote, directed, and starred in his one man show Lackawanna Blues. 

Jessica Stone

Stone made her Broadway directing debut this year with Kimberly Akimbo, but her many credits as a performer include Frenchy in the 1994 Grease revival and replacing Sarah Jessica Parker as Rosemary in the 1996 revival of How to Succeed in Business Without Really Trying. Her next project is directing the Broadway-bound Water for Elephants, which just premiered at the Alliance Theatre in Atlanta. 

Jessica Stone in Grease, with Billy Porter as the Teen Angel.

Susan Stroman

Five-time Tony winner Susan Stroman, represented on Broadway this year with New York, New York, made her debut as a dancer in the country Western musical Whoopee! in 1979. 

Schele Williams

Schele Williams, who will direct the upcoming revivals of The Wiz and Aida, was an ensemble member in the original production of Aida in 2001. 

Williams understudied the title role in Aida – here she is singing “Easy as Life” from that show:

Jerry Zaks

Jerry Zaks is a four-time Tony winning director, including for his Broadway directing debut, The House of Blue Leaves. He’s also known for lavish revivals like Hello, Dolly! and The Music Man. His Broadway resumé goes back quite far – he originated the role of Kenickie in Grease. 

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Long Form

Broadway’s Biggest Tony Awards Upsets

By Katie Devin Orenstein

This year’s 76th Annual Tony Awards will be broadcast live from the United Palace in Washington Heights on Sunday, June 11th. As this year’s nominated shows head into the final stretch of their awards campaigns, Broadway’s Best Shows is here to remind you that no one is guaranteed a Tony, not even Aaron Tveit. Here is a list of our top 10 surprise upset wins, across 76 years of Tony history. 

10. Christopher Ashley wins for directing Come From Away – 2017

Conventional wisdom had the category as a showdown between Michael Greif for Dear Evan Hansen and Rachel Chavkin for Natasha, Pierre, and the Great Comet of 1812, parallel to the competition happening over in the Best Musical category. Perhaps because Greif and Chavkin split the vote, Christopher Ashley was genuinely flabbergasted when he won his first Tony. Ashley was previously nominated in the same category for Memphis and The Rocky Horror Show. 

The cast of Come From Away performs in the 2017 Tonys: 

9. 1978 Best Play

The Pulitzer Prize-winning The Gin Game was the anticipated winner for best play – that, or Chapter Two, a comedy about grief from Broadway heavyweight Neil Simon. However, the Tony voters chose the lesser-known Irish playwright Hugh Leonard, for Da, a memory play about a man traveling back to the suburbs of Dublin to cope with the death of his adopted father. 

Cicely Tyson and James Earl Jones in the 2015 revival of The Gin Game

8. Follies and the 2012 Revivals category

For whatever reason, Follies has particularly bad Tonys luck, as we also discuss below. Its revival in 2011, starring Bernadette Peters, Jan Maxwell, and Elaine Paige, was not a major commercial success, but it was expected to win the Best Revival category against Evita, Jesus Christ Superstar, and Porgy & Bess. Instead, the Diane Paulus-directed Porgy won the statue.

Norm Lewis, Audra McDonald, and the company of Porgy & Bess perform at the 2012 Tonys:

The always delightful Danny Burstein performs a song from Follies at the 2012 Tonys broadcast:

7. Children of a Lesser God wins Best Play – 1980

Best known for its 1986 film adaptation starring Marlee Matlin, Children of a Lesser God was a watershed moment for portrayals of Deaf people in theater, exploring the complex issue of Deaf schools insisting students learn to speak, instead of using ASL. Its original star Phyllis Frelich was the first Deaf person ever to win a Tony Award. It beat out Talley’s Folly, a romance by Lanford Wilson that won the Pulitzer and was expected to win, and Bent, a gut wrenching drama about queer people in Nazi concentration camps by Martin Sherman.

Children of a Lesser God was also revived on Broadway in 2018, with direction by Kenny Leon:

6. Marissa Jaret Winokur wins Best Actress

While Hairspray was expected to win Best Musical in 2003, Bernadette Peters was the favorite to win the Tony Award for Best Actress in a Musical for her performance as Mama Rose in Gypsy. Peters had previously won for Song and Dance and Annie Get Your Gun. But it was Marissa Janet Winokur, in her Broadway principal debut as Tracy Turnblad in Hairspray, who ended up winning. 

Marissa’s acceptance speech:

5. Kinky Boots wins Best Musical

Prevailing wisdom said that Matilda, like the many British mega-musicals before it, was going to sweep the 2013 Tony awards. In a battle between the lovably sassy British drag queens and the lovably sassy British schoolchildren (only in New York!), it was the American-produced Kinky Boots that won out. Why? Perhaps its surprise win at the Drama League Awards earlier that month moved the needle, or perhaps the almost entirely American Tony voter pool wanted to support one of its own. While both shows were uplifting, Kinky Boots’ pro-LGBTQ+ rights message may have resonated extra hard. (Matilda ended up just fine though – it ran for four years on Broadway, and is still open in the West End.)

4. 2007 Best Actor in a Musical

Theater fans are still arguing over whether Raúl Esparza should have won for Company over David Hyde Pierce for Curtains. Esparza gave a heart wrenching performance as Bobby in John Doyle’s stripped down reimagining of the Sondheim classic. While the rest of the cast played their own instruments throughout the show, Esparza-as-Bobby only sits down in front of a piano to accompany himself in the finale, “Being Alive.” Sondheim is notoriously tricky for pianists, and to also act and sing it at the same time is a rare feat:

But it was beloved Frasier star David Hyde Pierce who won out, for his portrayal of a sensitive and theater-obsessed police detective in Curtains. Pierce, who had put himself into musical theater bootcamp to prepare for his debut in Spamalot a few years prior, may have been helped by his reputation as the nicest person in showbusiness, and the goodwill he had amassed by choosing to come back to Broadway after winning four Emmys for Frasier. Below, DHP and the company of Curtains perform at the Tonys:

3. 1972 – Follies loses best musical

A piece of Tonys trivia that always surprises theater lovers: Stephen Sondheim’s masterpiece Follies did not win the 1972 Tony Award for Best Musical. That award went to Two Gentlemen of Verona, a groovy Shakspeare adaptation by Galt McDermot, the composer behind Hair, in collaboration with playwright John Guare. It also beat out heavyweights like Grease and Ain’t Supposed to Die A Natural Death, and Jesus Christ Superstar wasn’t even nominated in the category. There are a few theories for why this happened: first, 2 Gents is a much frothier, more optimistic show than Follies. It was a diverting entertainment that left audiences joyful, while Follies matched the dark reality of the national mood amidst the Vietnam war, Watergate, and Greatest Generation discontent. 2 Gents takes a firm antiwar stance, but it didn’t confront middle-aged Tony voters with their unhappy marriages they way Follies did. At the same time, voters may have picked 2 Gents to save face after Hair was a massive cultural moment back in 1968 but didn’t win any Tonys, making the awards seem out of touch. 

2 Gents was revived off-Broadway in 2005 at the Delacorte with Norm Lewis, Oscar Isaac, Rosario Dawson, John Cariani, and Renee Elise Goldsberry. Here’s Goldsberry and Lewis performing “Night Letter” from that production: 

2. Nine beats Dreamgirls

Dreamgirls was an instant, massive smash when it opened to rave reviews in December of 1981. Loosely based on the story of Diana Ross and The Supremes, and with an energetic Motown-inspired score, the production starred Jennifer Holliday and Sheryl Lee Ralph. Nine, a baroque exploration of an Italian film director’s psychosexual whirlwind based on Federico Fellini’s film 8½, had its first *workshop* performance in February of 1982, and opened on Broadway the day of the Tonys cutoff in May. Dreamgirls, directed by Michael Bennett of A Chorus Line fame, was at the Shubert-owned Imperial, and Nine played at the Nederlander-owned Rodgers right next door, and was directed by Tommy Tune. Even juicier, Bennett and Tune had once been dear friends, with Bennett having taken Tune under his wing (if you can take someone who’s 6’6” under your wing.) When Nine was quickly announced to open in the 1981-1982 season, on the final day of Tonys eligibility no less, Bennett called Tune and begged/threatened him to take the show out of town and bring it to New York next year instead. Tune refused. So the story goes, during the Tonys campaigning period in May 1982, the Dreamgirls team refused to step into restaurants the Nine people went to, and vice-versa. The American Theatre Wing, the producer of the Tony Awards, amped up the drama by seating the teams on opposite sides of the Imperial Theatre for the ceremony in June. The producers of Nine pushed their narrative as the scrappy show that could, and that Dreamgirls, backed by the mighty Shubert Organization, didn’t need – or deserve – a vote. Many in the industry were grateful for how fierce the competition got, since Broadway hadn’t had a huge hit since 1975’s A Chorus Line, and the brewing feud got lots of press. While Dreamgirls won many awards at the ceremony, including Best Actress for Jennifer Holliday, Nine shocked the world and won Best Musical. It ran for two years on Broadway, and was also revived in 2003 – when it won again, for Best Revival. Dreamgirls ran for four years, and was only briefly revived in 1987, although its historical impact as a Broadway show with three-dimensional roles for Black women and the way it tackles fatphobia, racism, and colorism in the music industry makes Nine’s womanizer-genius focus look a bit hollow in retrospect. 

Jennifer Holliday brings down the house with “I Am Telling You I’m Not Going”:

The cast of Nine performs at the Tonys:

  1. Avenue Q bests Wicked

Stephen Schwartz’s Wicked was the enormous smash of the 2003-2004 Broadway season, its creative team and producers all established industry veterans. Avenue Q, a weirder but better-reviewed show by then-unknowns Robert Lopez, Jeff Marx, and Jeff Whitty, wasn’t expected to do well at the Tonys, or last longer than a few months on Broadway. In spring 2004, the country was also gearing up for the 2004 presidential election, and the Avenue Q producers crafted a campaign that both parodied politics and spoke to voters directly: “Vote Your Heart,” pleaded the red, white, and blue posters and buttons, and the puppets even participated in a mock debate. The producers were using a strategy first used by Nine in 1982, the last time a Best Musical race was this excruciating (see below). They appealed to the Tony voters, all 700 or so of them, to support the underdog, the subtext being that Wicked would do well regardless of whether it won, while a Best Musical win could make or break Avenue Q’s future. The campaign worked, and the little puppet show written by newcomers won not just Best Musical, but Best Book and Score of a Musical as well. Avenue Q ran on Broadway for 6 years, and Off-Broadway for another 10. Wicked seems to be doing okay too. 

Note the shock on the producer’s faces when they announce that Avenue Q won: