I am in London for the second coming of The Lord of the Rings, which finally opens here on Tuesday night. There are several intriguing angles to watching this show ramp up for another chance to grab the gold ring of megamusical glory.
The creative team (i.e. Producer Kevin Wallace and Director Matthew Warchus) have been giving interviews to the major London papers where they insist Toronto wasn't a failure and that the show played to appreciative audiences that were averaging 90%.
Then why did they close it? I quote from The Daily Telegraph: "They decided to end the Toronto run early and ship the revolve back to the UK before the Hudson River froze over, in time for a summer opening in London."
Of course, they never bothered to mention that if the show had been the really big hit they wanted it to be, they would've just kept it running and used the profits to build another set in London. Still, "the Hudson River froze over" is a great new excuse. Much better than the dog eating your homework. But what's really exciting are the new marketing strategies being employed to sell the show. Like this one, which Virgin Atlantic proudly announced last week:
"To celebrate the launch of the new The Lord of the Rings stage show in London, Virgin Atlantic is introducing exclusive Lord of the Rings amenity kits for all Economy passengers travelling into the UK. The new kit is a useful travel wallet with an exclusive special Lord of the Rings bag tag, and includes customized ‘Precious Sleep’ eyeshades, a quote from Gandalf on the socks and a limited edition gold pen, in addition to newly designed Virgin Atlantic toothbrush and toothpaste."
Now come on, which do you want most? The "Precious Sleep" eyeshades or the socks with a quote from Gandalf on them. What quote from Gandalf would you put on socks, for crying out loud? "One ringworm to rule them all"?
I don't see how Air Canada missed out on that one. If you ask me, that's
why the show failed in Toronto. No Lord of the Rings bag-tags.
-Richard
Ouzounian







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