As theaters begin to reopen after the industry’s 18-month pandemic shutdown, The Broadway League, founded in 1930, as the national trade association for the Broadway industry and co-host of the Tony Awards – today launches its It’s broadway initiative. The unified campaign, the result of partnerships with theater owners, backstage professionals and industry competitors, is designed to let the world know that “Broadway is BACK!” And welcome back theatergoers to Times Square.
According to Broadway League President Charlotte St. Martin, “It’s broadway brings together the joy and excitement we all feel for this art form and the rebound of New York City. The reopening of Broadway means 97,000 workers are returning to their jobs and the insatiable desire to perform live is back on stage. I am so grateful for all the work that has gone into creating this moment of unity and can’t wait for all theater fans to see a show this fall!
Kickstarter is a 2.5-minute short film that celebrates all of Broadway, with a voiceover by Oprah Winfrey. The film, highlighting the rich history of Broadway and exciting new productions to come, features footage from 99 Broadway shows, 735 actors (including Lin-Manuel Miranda, Sara Bareilles, Cynthia Erivo, Billy Porter, David Byrne, Angela Lansbury, Ethel Merman, James Earl Jones and Denzel Washington, among many others) and a dog.
You can watch the movie here:
A central element of the comprehensive initiative is the new website, representing a modern new approach to providing audiences with a comprehensive overview of what is happening on Broadway. The website is home to the anthem short, safety information, and real-time updates regarding the comeback of Broadway.
It’s broadway will also include:
Lighting up the Empire State Building – Today (Monday, August 30), the Broadway League will be joined by Chicago stars Ana Villafañe and Bianca Marroquín for a lighting ceremony lighting up the New York skyline to celebrate the return of Broadway;
the Curtain in place! Festival – The free three-day event will take place Friday, September 17 through Sunday, September 19, outdoors in Times Square, and will feature interactive experiences, panels, live concerts and performances culminating in a concert celebrating the entirety from the Broadway industry (participating artists and more information to be announced soon); and
The “Win It All Broadway” Contest – The first of its kind will see one lucky winner receive four tickets to each Broadway show during the 2021-2022 season. With all current Broadway productions confirmed to participate, the prize includes 37 shows, valued at $ 18,000. Organized by Audience Rewards, the contest will run from September 1 to October 15, 2021 and is free. Visit Audience awards, sign in or register to enroll in Audience Rewards and accept email communications from Audience Rewards.
For the latest updates on the Broadway League’s COVID-19 safety policy, including vaccination and mask requirements, visit in line.