Is this a harbinger of doom for Canada’s struggling performing arts sector? Plus, performances to see this week
Theatre producer Michael Rubinoff poses alongside Tim Hortons executive Hope Bagozzi at the Elgin Theatre in Toronto, Tuesday, April 9, 2024.It’s tempting to roast this 70-minute show, devised by a Toronto-based marketing company as an 60th anniversary promotion for the doughnut-and-coffee chain, or to view it as a harbinger of doom for Canada’s struggling performing arts sector.
Steve Young and Sport Murphy pulled the curtain back on this little-known genre of musicals, mostly created for internal team-building events and trade shows, in their 2013 book calledYou can listen to some of the songs from industrials made in the 1950s, 1960s and 1970s for companies such as Ford, Coca-Cola and Exxon
“It started as something to make fun of,” Young said of his obsession with these shows in an interview with The New York Times. “I thought, ‘How pathetic, an insurance musical.’ But then I wondered why, three days later, I was still singing these songs.” One of the reasons why is that major American musical theatre talent was involved in the industrial musicals.Great talent could be found on stage, performing these shows, too. If Bob Fosse and Chita Rivera weren’t above touring in a Oldsmobile musical in 1953, then Canadian Broadway vets such as Chilina Kennedy, Jake Epstein and Kimberly-Ann Truong certainly have no reason to feel ashamed about acting for Tim Hortons today.
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