“Hair” seems to have gotten the biggest spritz from the Tony noms, with the revival seeing sales jump last week by 15% to land in the No. 6 spot in the top 10.
As the first full seven-day frame following the nominations announcement May 5, last week was the first when any initial spate of sales might begin noticeably to snowball. “Hair” ($934,230), tapped for eight noms, went up a hefty $120,000 in receipts, as sales momentum from strong reviews earlier this spring, plus the added benefit of recent awards attention, began to kick in.
Although that bump for “Hair” was by far the largest of the sesh, Broadway overall was up across the board, with cume climbing by about $1 million to $19.5 million for 34 shows.
Mid-to-late May is usually a pretty good stretch for Rialto box office, as the annual kudo frenzy boosts Broadway’s profile and the tide of vacationing tourists begins to trickle in.
Play revival “The Norman Conquests” ($307,794) saw one of the heftiest boosts of the frame, thanks in part to its seven Tony noms, as did Tony shutout “Desire Under the Elms” ($249,755), capitalizing somewhat on its recent final-weeks announcement.
However, some shows, despite following the upward trend of the street, still struggled. “Reasons to Be Pretty” ($138,752) played to auds that averaged less than 40% of capacity, while “August: Osage County” ($198,336) and “Irena’s Vow” ($188,725) were among the productions to fall below $200,000 in sales (not to mention 50% in attendance).