• Crains New York, Monday, February 25, 2013 8 AM

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.

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