‘War Horse’ heads for $1 mil mark

Broadway slows but play accelerates

When will “War Horse” hit $1 million?

That’s the biggest question in a week at the Broadway box office that didn’t give legiters a whole lot to chatter about. Lincoln Center Theater’s hit play “War Horse,” which is posting stellar sales without the aid of a star-driven marquee, was one of only a few productions on the boards not to see sales slip last week.

“War Horse” inched up to $995,750, the highest tally yet reported by a show that’s been hovering just below the $1 million mark for several weeks. Houses were packed and average price paid per ticket — one indicator of audience demand — came in at an impressive $116.50.

Meanwhile, another play that bowed in the spring, “Jerusalem,” posted the biggest gain of the week, jumping a whopping $125,000 (or 37%) to $465,280. Procrastinators fueled that spike, with the hefty bump of last-minute biz coming in just prior to the show’s Sunday closing.

Latest addition “Follies” ($759,958) upticked a bit, although not enough to give a sense yet of whether the revival is starting to pick up some B.O. momentum. Also on the rise was “Priscilla Queen of the Desert” ($686,806) — although a 61% average attendance could use a lift — as well as “Baby It’s You” ($363,200), the Shirelles musical perhaps attracting a little more biz before its Sept. 4 shuttering.

Otherwise, almost every individual production on the Rialto posted a decline in a continuation of the late-summer slowdown that often occurs in August. Heck, even ultra-hot Tony winner “The Book of Mormon” ($1,274,244) slipped a bit, although just barely.

“Spider-Man: Turn Off the Dark” ($1,567,344) dropped more than $150,000, which might prove a worrisome indicator of the tuner’s post-Labor Day prospects, given the much-publicized high running costs of the show. Family-auds magnet “Mary Poppins” ($925,661) fell by $125,000.

Overall sales came in at $20.1 million for 24 shows on the boards, down from $20.9 million the prior frame. Attendance came in at 82%, with average price paid per ticket hitting a robust $92.25.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Legit News from Variety