This Is Our Youth Throws Times Square Tantrum Across Broadway Marquee
16 Aug 2014
Upon first sighting the marquee for the upcoming Broadway play This Is Our Youth, at the Cort Theatre, you’d be forgiven for concluding that the production is being done on a shoestring budget.
Did they really not have enough money to take down the marquee sign for the theatre’s previous tenant, The Cripple of Inishmaan? Did they really just affix the new posters up there with pieces of duct tape?
Well, of course, no, they didn’t just slap the new art up there with spit and sealing wax. But that doesn’t mean the producers didn’t intend it to look as slapdash as it does.
The inventive artwork, which extended to the theatre's window cards and the production’s Playbill, was the work of BLT Communications, a firm founded in 1992 that has worked for countless films and television shows and also done work on stage shows such as A Raisin in the Sun and Betrayal.
“It came about during a conversation we were having about how there are no places to do wild postings in New York anymore,” said Johnson. “During the first round of discussions about how the show was going to be sold, somebody made the comment about how this is a ‘wild-posting show.’
"Ten years ago — and especially 15 or 20 years ago," Johnson continued, "you would be able to take over places in the East Village and West Village and even some construction sites in midtown and just have a string of wild-posting of the title treatment and then a wild posting of Michael Cera and then another wild-posting of the title treatment, and use that as being the artwork for it.”
Featuring the Broadway classics “To Life (L’Chaim!),” “If I Were A Rich Man,” “Sunrise Sunset,” “Matchmaker, Matchmaker,” and “Tradition,” Fiddler on the Roof will introduce a new generation to this uplifting celebration that raises its cup to joy! To love! To life!