In an effort to rejuvenate interest in the Great White Way, The Broadway League has launched “This is Broadway,” a historic initiative to welcome theater lovers back to Times Square following the industry’s 18-month pandemic-related shutdown.
In a statement describing the newly advertised initiative “This is Broadway” is the culmination of partnerships between theater owners, behind-the-scenes professionals, and industry competitors to create a unified comeback campaign that shouts to the world “Broadway is BACK!” and celebrates an international art form that is quintessentially American.
According to Charlotte St. Martin, the Broadway League President: “This is Broadway brings together the joy and excitement we all feel for this art form and the rebound of New York City. Broadway reopening means 97,000 workers returning to their jobs and the insatiable desire for live performance back on stage.I am so thankful for all the work that went into creating this moment of unity and I look forward to all theater fans seeing a show this fall!”
www.thisisbroadway.org is a comprehensive overview of what’s playing on Broadway and features a unique recommendation engine built on five years of data including the performance of 220 shows, 17,000,000 ticket sales, and a time series affinity model to make accurate show recommendations.
On Monday night (8.30) The Broadway League will be joined by Broadway’s Chicago the Musical stars Ana Villafañe and Bianca Marroquín at the Empire State Building for a lighting ceremony to celebrate Broadway’s return by illuminating the NYC skyline.
A free, three-day festival called “Curtain Up!” will take place from Friday, 9.17 thru Sunday, 9.19 outdoor in Times Square and will include interactive experiences, panels, live concerts, and performances culminating in a concert celebrating the entirety of the Broadway industry.