NEW YORK — Combine the Super Bowl with the annual buy-one, get-one-free-for-your-child marketing initiative of Kids Night on Broadway Jan. 30-31, and you’ve got a recipe for box office dips all along the Rialto in Week 36 (Jan. 29-Feb. 4).Only a few shows saw improvements from the prior sesh. The Manhattan Theater Club’s “Translations” was up more than $70,000 over its comp-heavy opening week and, following a frame with no shows, “The Coast of Utopia” played five times, including the first perfs of the trilogy’s third part, “Salvage.” Rialto stalwart “The Phantom of the Opera” rose around $30,000 and “Hairspray” ticked up a bit. Other than that, Broadway sales slid across the board. “Mary Poppins” was down more than $100,000, although it still sold enough to maintain its hold on third place. Disney tuner “The Lion King” also fell around $100,000, due in part to its first-time participation in the Kids Night program. On the other hand, the oldest Mouse House show, “Beauty and the Beast,” got a boost from Kids Night popularity, outselling newer Disney offering (and fellow Kids Night participant) “Tarzan.” Falling around $40,000, “Spring Awakening” wasn’t exactly booming, but nonetheless seemed to do respectable biz for a musical still working on building its aud. Landing under the $300,000 mark were, among others, “The Vertical Hour” (at 55% of capacity) and “Rent” (at 52%). “Vertical” hasn’t proved the box office performer one might have thought it would be with A-lister Julianne Moore toplining, and recently announced it will close three weeks early. Total gross for 27 shows on the boards was $13.9 million, down from $14.5 million the prior week but ahead of the $13.2 million tally from the same week last year. The 23 musicals grossed $12,921,106 for 93.0 % of the Broadway total, with attendance of 178,805 at 73.2% capacity. The four plays grossed $971,731 for 7.0% for the Broadway total, with attendance 17,427 at 64.5% capacity. Average paid admission was $72.26 for musicals, $55.76 for plays and $70.80 for all shows.
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