Plays plot ways to play up noms

Tony-nominated acts hope to boost box office

Up against an extraordinarily crowded Broadway slate of well-reviewed plays, several non-tuners struggling to attract auds had pinned hopes on Tony noms for a boost.

Some — including “Reasons to Be Pretty,” “The Norman Conquests” and “Mary Stuart” — got them. So now what?

For underperforming “Reasons,” its three nominations could serve as a draw for the traditional playgoing demo, while producers reach out to younger auds they think will appreciate Neil LaBute’s drama.

“We’re doing a complete guerrilla marketing campaign, from Facebook to Twitter to sandwich boards in Times Square,” says Jeffrey Richards, who produced a list of shows this season including “Reasons” and revivals of “Blithe Spirit,” “Hair” and “Desire Under the Elms.”

For Alan Ayckbourn’s “Norman” trilogy, a hefty investment in a downbeat economy, the profile boost from its seven nominations is essential.

“Ultimately what we rely on is the media, (which) continue to position us as something to see,” says producer Sonia Friedman. She adds that, with three-play Saturday showtimes selling first, the challenge is to persuade ticketbuyers to pick up ducats for weeknights.

Other plays got no Tony love, notably “Desire Under the Elms.”

“We’ll have to see how we face what we face now that we’ve been overlooked,” Richards says.

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