From Broadway to Box Office: How Trailers Are Hiding the Musical Magic

As a self-declared drama kid who lives and breathes entertainment, I get genuinely excited when a new movie musical comes out. Films like La La Land and Les Misérables sit high on my list of all-time favourites. But when you take a step back and look at the bigger picture, it’s obvious that only a handful of musicals manage to reach this level of success. Unlike the superhero franchises and action-packed adventures dominating cinemas today, musicals seem to have taken a backseat. The golden days of The Sound of Music, Chicago, and Cabaret are now just a distant memory.

This shift is largely due to changing audience preferences. Decades ago, musicals were the perfect escape from reality. During tough times, people craved the joy and uplifting nature of these films, and Hollywood delivered. But as the film landscape evolved in the late 20th century, so did what viewers want from their entertainment.

As a result, musicals lost their dominant position in Hollywood. While still beloved by many, they no longer command the same widespread appeal. Modern movie musicals like La La Land, The Greatest Showman, and Mamma Mia! have made occasional breakthroughs, but they are few and far between. Today, film studios, driven by profit margins, tend to focus on genres that cater to a broader audience. High-budget action franchises and thrillers now take centre stage, as cutting-edge CGI enables breathtaking visuals and complex effects, making them the safest bets for success. Musicals, on the other hand, are expensive to produce and don’t always generate the turnout needed for financial viability, making studios more hesitant to greenlight them.

The Marketing Challenge: Selling a Musical Today

 

Given this economic reality, it’s clear why studios have had to get creative with their marketing strategies for musicals. In a world where action-packed trailers dominate, promoting a film as a musical might struggle to pull in a broad audience. After all, musicals aren’t everyone’s cup of tea. And when a film’s marketing labels it as a musical upfront, it risks alienating that non-musical crowd. This presents a tricky dilemma: how do you advertise a musical without deterring potential viewers?

The answer seems to lie in subtlety. Recent films like Wonka and Mean Girls have demonstrated the effectiveness of downplaying the musical component. For example, the Wonka trailer highlights Timothée Chalamet’s charming portrayal of a young Willy Wonka and the film’s fantastical elements, while barely hinting at any singing. Similarly, the Mean Girls trailer leans into the nostalgia of the 2004 hit and features Olivia Rodrigo’s Get Him Back rather than showcasing its own musical numbers. While musical enthusiasts might recognise these films as musicals, the average viewer might miss it altogether.

Does This Marketing Strategy Work?

In today’s market, this approach makes sense. If a trailer screams "musical" from the get-go, it risks turning away a large portion of the potential audience. By highlighting other aspects – be it the story, star power, or visual appeal – studios can attract a wider audience who might not initially be drawn to see a musical. And once those viewers are in the cinema, they may find themselves enjoying the experience more than expected.

Of course this raises a valid concern: is it fair to downplay or even conceal the fact that a film is a musical? Some moviegoers might feel misled, and leave feeling disappointed. There have been plenty of social media posts declaring "I didn’t know this was a musical!" or "I wouldn’t have bought a ticket if I knew." But on the flip side, there are just as many who came out pleasantly surprised. Maybe they weren’t big musical fans going in, but by the end, they’re singing along and searching for the soundtrack online. Ultimately, the purpose of a trailer is to get as many eyes on the film as possible. In an era where opening weekend box office numbers are everything, this strategy works. It might feel like an inaccurate portrayal, but it’s not deception – it’s simply strategic marketing.

The Lessons from Recent Flops

 

If you need proof of why this strategy has become so essential, look no further than some of the box office flops of recent musicals. Dear Evan Hansen, In the Heights, and Everybody’s talking about Jamie all struggled to connect with mainstream audiences. And of course, who can forget Cats, the 2019 disaster that quickly became the punchline of movie musical flops. The common thread? They all proudly marketed themselves as musicals from the start, proving the appetite for musicals isn’t what it used to be.

The Future of Musicals

While musicals might never fully reclaim their box office glory, they’re likely to remain a cherished niche in the industry. Every so often, with the right blend of story, timing, and marketing, there’s still a chance for a musical to break through and capture widespread success. And who knows? With upcoming exciting releases like Wicked, this could be just the chance for a musical renaissance.

The trick will be in the marketing strategy. Studios need to walk a tightrope—offering just enough intrigue in trailers to captivate both loyal fans and new audiences. It’s a delicate balance, but one that might just keep the genre alive and kicking for years to come. After all, if more people end up enjoying these films, it’s a win for everyone involved.