'This Is Broadway' Campaign Launches To Celebrate Broadway's Reopening


Today The Broadway League today launches THIS IS BROADWAY, a historic initiative to welcome theater lovers back to Times Square following the industry’s 18-month shut down. THIS IS BROADWAY is the result of unprecedented partnerships between theater owners, myriad behind-the-scenes professionals, and industry competitors to create a unified comeback campaign that shouts to the world “Broadway is BACK!” and celebrates an international art form that is quintessentially American. Kicking off the campaign is a 2 ½ minute anthemic short film that celebrates all of Broadway. With a voiceover by Oprah Winfrey, the film features stars including Hugh Jackman, Bruce Springsteen, Lin-Manuel Miranda, Sara Bareilles, Billy Porter, Angela Lansbury, Ethel Merman, James Earl Jones and Denzel Washington, to name a few. The film includes footage from 99 Broadway shows, 735 actors and one dog, highlighting the rich history of Broadway, and the exciting new shows yet to come

“This is Broadway brings together the joy and excitement we all feel for this art form and the rebound of New York City. Broadway reopening means 97,000 workers returning to their jobs and the insatiable desire for live performance back on stage,” says Charlotte St. Martin, President, Broadway League. “I am so thankful for all the work that went into creating this moment of unity and I look forward to all theater fans seeing a show this fall!”

A central element to the campaign, www.thisisbroadway.org represents a fresh and modern approach to providing audiences with a comprehensive overview of what’s playing on Broadway. For the first time, the site features a unique recommendation engine built on five years of data including the performance of 220 shows, 17 million ticket sales across the Northeast corridor, and a time series affinity model to make accurate show recommendations to further drive consideration. The website is also home to the campaign’s anthem film, safety information, and real time updates regarding Broadway’s return.

The League is also launching a first-of-its-kind contest: one lucky winner will win four tickets to every Broadway show in the 2021-2022 season. The prize includes 37 shows, valued at eighteen thousand dollars. The contest will be hosted by Audience Rewards and is free to enter. All current Broadway shows are confirmed to participate. The contest will run from September 1 to October 15, 2021. To enter, visit www.thisisbroadway.org and log in or sign up for Audience Rewards membership enrollment and opt in to email communications from Audience Rewards.

Watch the full THIS IS BROADWAY video in the player above.