| dc.description.abstract | When a celebrity is cast in a Broadway production, it can be seen as a form of celebrity endorsement that draws audience members in and makes a show more profitable. Research supports the idea that consumers are likely to choose to see shows that feature celebrities over other shows, and that historically Broadway shows that have celebrities in them have had above-average rates of financial success. But beyond that, the presence of the celebrity changes the show itself, and the perception of the show in the minds of consumers. Meaning that the celebrity contributes to the show transfers to the show itself, and in this way the celebrity serves as an endorser for the show. The celebrity also serves as an endorser for the larger industry of Broadway through the connection that is created when a celebrity stars in a Broadway show. A successful celebrity casting can therefore benefit not only the show they are in, but Broadway as a whole, bringing relevance and popularity to the industry of Broadway theater. | |
