The annual publicity boost of the Tony noms helped prompt a rise in Broadway box office last week — but the tuner to post the largest gain of the frame was “9 to 5” ($762,358), the show notably shut out of the race for Tony’s top musical prize. Sales climbed almost $100,000, which put the production in the top 10 for the first time. Meanwhile, the new musical that pulled off an unexpectedly strong haul of Tony noms — “Rock of Ages” ($378,178) — actually saw receipts dip slightly.
Although such fluctuations are notable, it’s too soon to read too much into them since the full effects of the noms (and of the awards in June) will be seen more fully in the coming weeks.
After all, it wasn’t just “9 to 5” that climbed; it was the majority of the Main Stem, with hefty bumps experienced at play revivals “Waiting for Godot” ($429,159) and “The Norman Conquests” ($246,114), the latter rising by a much-needed $60,000.
Leader of the Tony pack, “Billy Elliot” ($1,120,203), also was one of the shows to rise, as was its smaller-scale competish “Next to Normal” ($278,881), up about 24%.
Nommed shows “Shrek the Musical” ($589,868) and “Reasons to Be Pretty” ($128,164) also gained momentum, in keeping with the rest of the street.
With all the attention directed to more recent offerings, longrunners experienced the largest drops of the sesh, although none were dire. Shows that slid included “Mamma Mia!” ($830,636), “The Phantom of the Opera” ($642,926) and “Chicago” ($450,791).
Overall cume was up around $450,000 to about $18.6 million for 35 shows on the boards.
“Impressionism” ($225,592) closed Sunday, posting an uptick in its final frame.