New York plans a tourism campaign tied to the coming film adaptation of Broadway musical “In the Heights,” Lin-Manuel Miranda’s love letter to Washington Heights
In the title song for his Broadway musical “In the Heights,” Lin-Manuel Miranda refers to the world of people who have never been “north of 96th Street” and, by extension, have never ventured to the Washington Heights section of Manhattan.
Mr. Miranda’s show, set in the bustling neighborhood, has been turned into a movie that makes its debut June 9 at the Tribeca Film Festival before going nationwide in theaters and on HBO Max on June 10—raising hopes that locals and out-of-towners alike will be inspired to pay a visit. NYC & Company, the city’s official tourism organization, is launching a campaign tied to the film to promote Washington Heights. Created in partnership with Warner Bros. Pictures, the studio behind the movie, the campaign includes various resources on the NYCgo.com website, including a guide to the neighborhood and the broader upper Manhattan area designed to help visitors take in destinations featured in the film, such as J.
The tourism connections might not end there. On Location Tours, a company based in the city that features tours“Sex and the City” and other New York-centric films and streaming series, said it is looking into creating an “In the Heights” offering. Mr. Miranda, the Tony Award and Pulitzer Prize-winning composer and lyricist who calls Washington Heights home, said “In the Heights” was his “love letter to this neighborhood.” It was also his biggest Broadway splash before the megahit “Hamilton.”
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