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'Cinderella' Making Magic

Marketing a Broadway show used to mean advertising and a press agent. But Rodgers and Hammerstein's "Cinderella" opening on Broadway for the first time on March 3 was different, and has generated a lot of interest. For the week ended Feb. 17, “Cinderella” previews were essentially sold out and generated $1.1 million in ticket sales. "Cinderella is a beloved brand," said Robyn Goodman, who is producer, and who has won best-producer Tony Awards. "I understood what an advantage that was." Marketing has included deals with Stuart Weitzman, the New York Palace hotel and Brooks Brothers.

Read the whole story at Crains New York »

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