Broadway increasingly tuning its ear to online buzz

02/6/2013 | Village Voice, The

Word-of-mouth-marketing on the Web has taken on an increasingly important role in the creative direction of Broadway shows, writes Michael Musto. He cites the example of negative message board chatter surrounding a character from the "Cat on a Hot Tin Roof" revival. The talk grew so prevalent that it was written about in the newspapers, prompting changes to the production.

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