Failed Broadway Musicals: A Case Study of 'Cry for Us All'

Broadway has a rich and eventful history, filled with both triumphs and failures. One notable case of a failed musical is Cry for Us All. This tragic story highlights the challenges of bringing a sensitive, deeply meaningful work to the stage in the competitive Broadway market. Let's delve into the details of this musical and the lessons it teaches.

Introduction

Cry for Us All is a musical based on the award-winning Catholic verse tragedy Hogan's Goat by William Alfred, a respected professor at the author's college. The music for the musical was composed by Mitch Leigh, the iconic composer behind Man of La Mancha. Despite its promising origins, the musical faced a considerable setback due to its name and marketing.

The Pre-Broadway Experience

During the pre-Broadway experience in Boston, the musical faced a significant hurdle in its title, Cry for Us All. Many Broadway shows are sold to clubs or groups looking for an enjoyable time, so a title that sounds too serious might not attract their attention. The title was changed to Who To Love before the Broadway opening. This title maintained the gravity of the work while making it more linguistically appealing to a broader audience.

The Opening and Preview Performance

When Cry for Us All finally opened on Broadway on November 2, 1979, it did so with innovative marketing. The New York Times ran a half-page ad that emphasized the play's intellectual appeal, suggesting that theater-goers were more intelligent and should expect something meaningful. However, the reaction from the audience was not as enthusiastic as anticipated. The play ran for 18 previews and then closed a week after its opening on November 11, 1979.

The Musical Scores and Lyrics

The title song of Cry for Us All is particularly poignant. The opening lines capture the melancholy essence of the work beautifully:

Why did she die in the spring
Roses bloom and robins sing
Roses die and live again
It is not the same with men
All we have of living is one spring and one fall
Cry for this creature and cry for us all

What is it in me and you
Makes us sin as sin we do...

The lyrics convey themes of mortality, sin, and the human condition, which, while powerful, may have been too heavy for the Broadway crowd at the time.

Conclusion and Lessons Learned

The case of Cry for Us All teaches us several important lessons about Broadway and the challenges faced by musicals:

Title and Marketing: A title and marketing strategy that resonate with the target audience are crucial. A title that is too serious or does not attract the attention of potential theater-goers can be detrimental. Marketing Focus: The marketing strategy must be carefully crafted to appeal to a broad range of audiences, not just intellectual or serious theater enthusiasts. Merchandising: Including merchandise like the 45 rpm record mentioned in the case study can help generate buzz and keep the show in the public eye.

Despite the failure of Cry for Us All, the experience offers valuable insights into the complex and nuanced nature of bringing a sensitive, meaningful work to the stage on Broadway. The story of this musical serves as a reminder of the delicate balance required between creative integrity and commercial success.