Some of TV’s highest-priced talent is getting behind a low-budget play, “My Thing of Love,” the Laurie Metcalf starrer slated to open on Broadway May 3 at the Martin Beck Theater.
Three weeks ago, producers Barry and Fran Weissler and Serino Coyne ad agency execs Nancy Coyne and Rick Ellis taped five television ads with Metcalf’s “Roseanne” colleagues promoting the Alexandra Gersten drama about the dissolution of a marriage.
Three of the spots feature Metcalf with John Goodman, who is seen giving the actress advice on what to demand when her name goes up in lights, or begging for the chance to be reunited with his “good friends Andy Lloyd Webber, Hally Prince and Stevie Sondheim.”
A fourth pairs Metcalf with Estelle Parsons, who plays the mother of Metcalf and Roseanne on the show. Speaking in character, Parsons is only interested in whether Metcalf will be able to get her tickets to “The Phantom of the Opera,” “Cats” and “the one with the helicopter.”
In the final ads, Roseanne herself keeps calling the play “My Love Thing.” “It’s ‘My Thing of Love,'” Metcalf corrects; “Whatever,” Roseanne shrugs.
The spots were all shot on the “Roseanne” set.
They are slated to begin airing the weekend of March 17 in strategic (read: low-cost) local venues such as daytime soaps, talkshows and off-network “Roseanne” reruns, says Barry Weissler.
Though the $750,000 production is being brought in under the lower-budget/lower-ticket price Broadway Alliance plan, Weissler said everyone was paid for their work. He wouldn’t say how much.