Ain’t No Mo’, the Broadway debut of author and star Jordan E. Cooper, opened at the Belasco Theatre on Dec. 1 to the sort of reviews producers and playwrights dream about. Even the few …
, to name a few – the publicity would seem to have ensured at least a small grace period for finding an audience. In recent weeks, a series of celebrity co-producers were brought on board – at least in large part for the publicity and awareness they could lend – and just this week Will and Jada Pinkett-Smith bought out an entire performance to show their support. RuPaul and Lena Waithe, both co-producers, plan to host post-show Q&As this week.
So what happened? And is there really a chance for a reprieve? (There is precedent, of course, and not just for a monster hit likereceived two-week extensions“I’ve got some last minute tricks up my sleeve to try to keep this show alive,” Daniels says in this Deadline conversation with the director and Cooper.Directed by Broadway newcomer Stevie Walker-Webb,features, in addition to Cooper, Fedna Jacquet, Marchánt Davis, Shannon Matesky, Ebony Marshall-Oliver and Crystal Lucas-Perry.
I think what we’re witnessing right now on Broadway is that it’s hard for shows of color when you don’t have a celebrity lead, and you’re not based on any sort of intellectual property and you don’t have a Britney Spears song or a Katy Perry song or a Backstreet Boys song somewhere in your show, because right now people are buying tickets for sure bets.
If they see Denzel Washington is in something then it’s like yeah, we don’t care what the play is, we just want to see Denzel Washington, right, or on the opposite, it’s like we don’t know who’s in but we know it’s about Michael Jackson so we’re going to go see it, right? That’s what’s happening right now, but you know somebody had to go see Denzel inthat don’t have the upper hand of having a celebrity, or of having an IP attached, it takes time, especially when you’re a show of color,...
people who didn’t even know the play was in trouble. They thought they had until March to come see the show, and also some people have never even heard of this show, didn’t even know it existed, didn’t even know there’s a show that was on Broadway like this for them. This is really Black experimental theater and it’s done in a way that I think is commercial and can be done commercially, but people just did not know that it existed. It takes a second to create some buzz.
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