"Hadestown" surpasses "Hamilton" to become highest-grossing theater live capture debut ever

The big picture: Musicals can extend their cultural reach and build new audiences by bringing professionally filmed performances to movie theaters.

• "We also know there are audiences who haven't seen 'Hadestown' yet because of lack of access — geographic or financial — or simply lack of awareness. The film lets us address both," the show's theatrical and film producer Mara Isaacs told Axios.

Catch up quick: "Hadestown" opened on Broadway in 2019 and won eight Tony Awards, including Best Musical.

• It has remained on Broadway ever since, opened in London's West End in 2024 and has toured North America almost continuously since 2021.
• The show takes on Greek myths in an American folk and jazz-inspired musical about love, hope and survival.
• While it started as an indie theatrical offering with a dedicated group of core fans, "Hadestown" has evolved into a mainstream hit, Isaacs said.

Zoom in: The show partnered with Bleecker Street's Crosswalk and LD Entertainment to distribute to 1,949 theaters across North America this past weekend.

• It was a prime release opportunity, given there was no other major motion picture slated for that weekend, Isaacs said.
• The thematic parallels to Christopher Nolan's "The Odyssey," which debuted earlier this month, also created synergies.

Zoom out: The film was designed to stand on its own while also celebrating and supporting the theatrical production.

• Isaacs said initial attendance data suggests both the Broadway and West End productions are benefiting from a "glow effect."
• "Shows like ours, with fan bases that make a point of repeat viewing, are especially likely to benefit — offering another opportunity to deepen a connection, or spark a new one if the film is someone's introduction to the piece," she noted.

Between the lines: While "Hadestown" amassed a loyal following over the past seven years, producers believed a theatrical release could create an event that would drive stronger community around the story, which is why it didn't bring the show to streaming first.

• "We've heard reports of collective applause at certain moments, of gasping and weeping — all kinds of emotion. The power of the big screen is undeniable, and that's what excited us most about this approach," Isaacs said.

Context: Live theater tends to be a risky venture, with only a small minority ever recouping their initial investment.

• Successful box office runs and streaming windows are helping to deliver new revenue streams that can drive further investment in new shows and fan experiences.
• Isaacs said the film's box office success shows how much growth lies in markets beyond major theater cities, noting top-performing venues were in places like Huntsville, Alabama; Salt Lake City, Utah; Eugene, Oregon; and Boise, Idaho.

Reality check: While the live-capture strategy has been a huge success for "Hadestown," Isaacs concedes it may not be the right fit for every show.

• "Not all theatrical material translates naturally to screen," she said, noting "Hadestown" benefitted from its score, choreography and costume design, which made the film feel more like a concert.

What's next: The initial five-day theatrical run has been so successful that the producers of "Hadestown" have extended its box office presence.

• Asked whether they're considering a streaming window, Isaacs said "Hadestown" producers are working with their distribution partners on next steps, including future formats.

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