"Tuesdays at 7" Continues for Many Broadway Shows; Will Restart in Fall

News   "Tuesdays at 7" Continues for Many Broadway Shows; Will Restart in Fall "Tuesdays at 7," the new initiative developed by the Broadway press agency Boneau/Bryan-Brown and the ad agency Serino Coyne to set curtain times back one hour Tuesday evenings, will continue into the summer for many Broadway shows.

In an effort to attract families to New York theatre during the winter months — a time when ticket sales generally slump — several Broadway shows began offering a 7 PM curtain time (Tuesday evenings only) Jan. 7. Originally scheduled through March 25, the program was extended into the spring. Several shows will now continue the 7 PM curtain time on Tuesday nights through May and others throughout the summer. As of press time, those shows continuing with the initiative follow:

Aida through May 13
Beauty and the Beast through May 20
Cabaret through May 20
42nd Street through May 20
Les Misérables through May 13
The Lion King through May 6
The Phantom of the Opera until further notice
Thoroughly Modern Millie through July 8
Urinetown through May 20
Vincent in Brixton through the end of its run, now scheduled for June 8

Chris Boneau, of Boneau/Bryan-Brown, told Playbill On-Line last year, "The idea was to encourage people to come to the theatre on Tuesday nights . . . to drive [what is traditionally] a lower-attended evening of theatre. The research shows that people would really go to the theatre on a night if they didn't always have to go at eight o'clock. Unfortunately, we're not like London, where you check the paper to see what time the curtain times are [because] they're wildly different. People are so accustomed to eight o'clock curtains . . . so the idea was to get a lot of shows involved."

Boneau explained, "Both Roundabout and Manhattan Theatre Club have early curtain evenings, and they're very popular. So, it's not a brand-new idea, it's just an idea that's new to Broadway. What it requires is a marketing effort behind it, so that everyone's not running around Times Square not knowing what time to be there . . . That's why we're calling it 'Tuesdays at 7.'"

Boneau also recently said that there is a plan to begin another Tuesdays at 7 campaign in the fall. For more information about the program, visit www.tuesdaysat7.com.