Pop Hits Reimagine Shakespeare's Juliet

The musical '& Juliet' has overcome significant hurdles to achieve widespread acclaim. Its journey began with a challenging premiere in Manchester in late 2019, where initial ticket sales were alarmingly low. Despite transferring to the West End, the production faced disruptions due to the COVID-19 pandemic and ultimately closed without profit.

However, Broadway offered a crucial second chance, with the show opening in 2022 and quickly becoming a success. Notably, '& Juliet' is among the few new musicals since the pandemic to have recouped its investment. The show's unique concept imagines a world where Juliet survives her tragic fate, set to a soundtrack of pop anthems from producer Max Martin, known for his work with artists like Britney Spears and Katy Perry.

This creative approach, inspired by the success of 'Mamma Mia!', aims to provide an optimistic escape, akin to its predecessor's post-9/11 impact. Producers embraced the 'jukebox musical' label, with Martin himself becoming deeply involved in the production's development, from auditions to final recordings. This collaborative spirit, characterized by Martin's "Dare to suck" philosophy, encouraged experimentation and bold creative choices.

Leveraging social media platforms like Instagram and TikTok, particularly through its New York advertising campaign, '& Juliet' effectively communicated its core message: "There's life after Romeo." Strategic casting, including social media personalities and established entertainment figures, alongside interactive sing-along performances, has kept the show fresh and drawn a dedicated audience, with some fans attending hundreds of performances.