The Great White Way isn’t quite so white these days. One area where black buying power is getting recognition is on Broadway. “Memphis,” “Fela!”, “Race” and the revival of “Fences” all focus on black characters.
The New York Times reports:
Broadway shows about black characters often draw black theatergoers, but the producers of “Memphis” and “Fela!” as well as producers of some coming shows are particularly going after African-Americans, given that Broadway’s overall attendance has been on the decline, down 3 percent for the 2009-10 season. Whether black theatergoers become a larger, reliable part of the Broadway audience remains to be seen, as do the range and quality of the shows that are offered to appeal to them.
Yet producers clearly sense a market that has not been tapped out: This fall’s Broadway lineup already includes two new musicals about black men, “Unchain My Heart: The Ray Charles Musical” and “The Scottsboro Boys,” and possibly the new two-character play “The Mountaintop,” about the Rev. Dr. Martin Luther King Jr., depending on whether the producers can land the stars Samuel L. Jackson and Halle Berry.
Indeed, the producers of “Memphis” credit word of mouth among black people for helping keep the show alive through slow-selling weeks to reach the Tony Award voting season that began in May and ended when “Memphis” won the top award for best new musical this month.
