As theaters begin to reopen following the industry’s 18-month pandemic shutdown, The Broadway League, founded in 1930, as the national trade association for the Broadway industry, and co-presenter of the Tony Awards – today launches its This Is Broadway initiative. The unified campaign, the result of partnerships with theater owners, behind-the-scenes professionals, and industry competitors, is designed to let the world know that “Broadway is BACK!” and to welcome theater lovers back to Times Square.
According to Broadway League President Charlotte St. Martin, “This is Broadway brings together the joy and excitement we all feel for this art form and the rebound of New York City. Broadway reopening means 97,000 workers returning to their jobs and the insatiable desire for live performance back on stage. I am so thankful for all the work that went into creating this moment of unity and I look forward to all theater fans seeing a show this fall!”
Kicking off the campaign is a two-and-a-half-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 upcoming productions, 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 one dog.
You can watch the film here:
A central element of the full initiative is the new dedicated website, representing a fresh modern approach to providing audiences with a comprehensive overview of what’s playing on Broadway. The website is home to the short anthem film, safety information, and real-time updates regarding Broadway’s return.
This Is Broadway will also include:
The lighting of 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 illuminating the NYC skyline in celebration of Broadway’s return;
The Curtain Up! Festival – The free three-day event will take place from Friday, September 17-Sunday, September 19, outdoors in Times Square, and will include interactive experiences, panels, live concerts, and performances culminating in a concert celebrating the entirety of the Broadway industry (participating artists and more information will be announced soon); and
The “Win All of Broadway” Contest – The first-of-its-kind opportunity will enable one lucky winner to receive four tickets to every Broadway show in the 2021-2022 season. With all current Broadway productions confirmed to participate, the prize includes 37 shows, valued at $18,000. Hosted by Audience Rewards, the contest, will run from September 1-October 15, 2021, and is free to enter. Visit Audience Rewards, log in or sign up for Audience Rewards membership enrollment, and opt into email communications from Audience Rewards.
For the latest updates on The Broadway League’s COVID-19 safety policy, including vaccination and mask requirements, go online.