Is there anyone more awesome than Neil Patrick Harris?

I do have another topic to discuss in today’s blog, but it would be remiss of me not to say this. Can we have Neil Patrick Harris as the host every year? Seriously, he smashed it! Just check out the opening number below and I dare you to tell me otherwise (or if you know how he did that magic trick please let me know!):

Anyway, onto some marketing . . .

Just like when a movie wins an Academy Award or an album wins a Grammy Award, it leads to a sizeable jump in sales. So you would assume the same goes for the Tony Awards. Let’s investigate.

Let’s look at the last decade of Best Musical winners:

  • Hairspray
  • Avenue Q
  • Monty Python’s Spamalot
  • Jersey Boys
  • Spring Awakening
  • In the Heights
  • Billy Elliot the Musical
  • Memphis
  • Book of Mormon
  • Once

. . . and now Kinky Boots

Now, the Best Musical award is arguably the biggest award of the night which is the reason why it is the last thing announced. But the award is not without its expectations. Some pretty big shows have won this award in the past and even just looking at this decade’s list, there are some really impressive names behind some of these shows. So the important question is; does the award lead to extended longevity? (I.e. More money for the production team!)

Looking back at the list of winners and nominees there is a definite difference in longevity. Out of those ten years, the earliest a Best Musical winner has closed after the Tony Awards is TWO YEARS! That means that the worst show out of all these winners ran for almost three years.

On the flipside, the nominees tell a rather different story. You have some overlooked fantastic shows such as Newsies and Mary Poppins, but they don’t really count as they are part of the enormous Disney franchise that will pull audiences regardless of the awards. The only other nominees that are still around are Wicked and Rock of Ages (with Nice Work If You Can Get It closing on Sunday).

So it looks like the Best Musical gong really is a very important part of your branding. Now I can understand why Kinky Boots updated their Facebook background to the following picture within 2 minutes of winning the award:


Usually I would leave you with a call for comments below, but I have to finish the same way as the Tony Awards . . . with the closing number. (But please leave a comment if you like!)