Gone are the headscarf two-tone, the crewneck sweater, goggles: the suit of signature to Mark Cohen, a main character in the comedy musical "rent". Over 12 years the show to Broadway, aspect of the character was so familiar that it inspired many Halloween costumes in New York. In the new Renaissance off-Broadway in "Rent", close to the mark are a ceiling at the top of her broom frisé hair (it is still cold in the East Village) and a shirt plaid (referencing his first coat color).
Redesign of the brand is about radical and that this "Rent" gets to the reinvention, as show producer and Director - who were also behind the production of Broadway - play Theatre in New York want another "rents" three years only after its Broadway run finished. Most theatre artists usually leave a good ten years before reviving the popular titles in New York, and when they do, they usually build the renewal around a new concept, a star or some other artistic justification.
Instead, advocates of production forthrightly acknowledged that their motivations leading to revive "Rent" were therefore soon benefit and their own sentimentality.
"" Theater is a company and we do this to make money and I am a producer and I must earn a living and we have a Director needs to earn a living, and we have players who act to earn a living,"said Jeffrey Seller, a producer of lead from the original, 1996 quickly moved the workshop of Theatre from New York to Broadwayet renewal"which opened recently.
"There is integrity in that," continuous vendor. "We offer of something of use of the company, not only employment but a piece of art that I've heard above and more people say they wish they could see once again in New York or take their children to see."
Michael Greif, the Director, said that he signed immediately to the Renaissance without any desire to subversion or to reinterpret the work beyond a look nine sets, costumes, choreography and other physical elements.
"After the closure of"rent", I quickly would be missed," he said. "I just thought that should be a spectacle which has always been to New York for people to see."
"Rent," already a redesign of Puccini's Opera "La Bohème", friends and lovers struggling with art, AIDS and life in the East Village, was a critical and commercial sense in the end of the 1990s. He won four Tony Awards, including best music and generated popular visits in the United States, the Japan and South Korea. The Europeans, for some reason, were "strangely cold" on the show, said Allan s. Gordon, another producer of lead from the issuance of yesterday and today.
The producers ended the Broadway run in 2008 when weekly operating costs - approximately $350 000 - were exceeding weekly earnings, said seller. The show has been profitable for years, but seller told producers that neither wanted to eat these profits to keep the continuous show nor the subject plaster experience depressing to perform in halls of half empty.
Fittingly, perhaps, given the title of the show, the greater difference between the last production off-Broadway and on Broadway is money.
The new off-Broadway production cost of $ up 1.5 million compared with $ 3.5 million for the production of Broadway in 1996. Weekly operating expenses of "Rent" in its current 499-seat theatre at new world stages are $115 000, or about a third of the nuts on Broadway. Gross potential, is at the same time, 200,000 Beach week each environment-$ (depending on the ticket price). "Rent" won the weekly profits since the beginning of the performances of preview in July and has $400,000 in sales of tickets in advance, said seller.
Business strategy of producers - to reap the benefits of a trademark well known in a cheaper market, such as TV in syndication repeats - is perhaps most obvious in the budget of advertising for the new "rent". Vendor said that the budget is $ 15,000 per week, compared to $ 50,000 to $ 100,000 budgets of many new comedies of Broadway which seeks to attract ticket buyers.
Even the police characters on posters and programs to this "rent" remains the same as the original; to use a new design, vendor said, might suggest that it was a "rent" unrecognizable.
"When George Lucas is 3-d 'star wars', it will changing the logo,", said the vendor. "And when"rent us"off-Broadway, we are not going to change the logo.
Many creative changes continue Greif aim to create some artistic distance of Broadway production, although some of these adjustments wink the original too. More intimate theatre and the troupe of young actors unknown - as the original cast including Idina Menzel and Anthony Rapp members, once - add dashes of fresh production.
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