ninedaves.com

i know i just posted a bunch of stuff about 13, but i thought i would qualify a little bit. when i first saw 13, i was so inspired that i did something i’ve never done before: i reached out to one of the broadway producer’s in an e-mail. after the jump, a copy of that e-mail. though i’ve blocked his name out, nothing else is changed. it’s pretty often in life that you find a piece of artwork that inspires you. here’s why 13 mattered to me.

To: Producer
From: NineDaves
Date: Fri, Oct 3, 2008 at 3:46 PM
Subject: All Hail the Brain

Dear Producer,

As an avid theatergoer who sees about twenty shows a year, I tend to have pretty high expectations when I head to Broadway. In most cases, those are met. In some, they are not. But it is very often that I am surprised – that a show takes me to a place I haven’t been before and reminds me of the power of the stage.

Luckily, I had that experience last night.

And it only cost me $13.

Leaving 13 last night, I had an undeniably goofy grin on my face, one that has failed to disappear today. The talented cast, the beautifully simple sets, and the overall heart of the show provided me with an energy that is hard to put a description on. I’m simply, well, happy. I witnessed a great show with a powerful cast that reminded me what it was like to be a kid again.

And it wasn’t just me. As I left the show, I stood and listened to what people were saying. Our audience had a lot of adults. A lot of older adults. I expected to hear negative mumblings (the elderly gentleman next to me might not have known he was seeing a show with a cast of 13 kids an no adults, after all), but I got just the opposite. Our audience was energized and empowered. They were cheering and laughing and praising the show as I left the show. “What talent!” “Fantastic!” “I can’t wait to see it again.” It was addictive – like a virus that just spread through the entire theatre. Everyone was hooked on 13.

It’s hard not to see why. The energy of the spectacular cast resonates with everyone. Most of all, I want to complement Jason Robert Brown, Dan Elish, and Robert Horn for a catchy score and smart book. Not many shows are so consistent and coherent. The combination worked: plenty of laughs for adults, plenty of stuff in there for teens, and a great message overall for everyone. Bravo.

I also have to congratulate you for the successful marketing you’ve been doing for 13. I think you’re doing everything right. From the $13 tickets to the first 100 people at box office opening day, to the free open dress for teenagers, to the excellent selection in song at Broadway on Broadway, you’ve geared your ticket sales to the right generation, creating buzz and excitement for a new title. Having the cast album on iTunes before the show even opens? Brilliant. I listened to the score for two days straight before seeing the show. By the time I got there last night, I knew the songs and was pumped to hear them live. And what do you know, I wasn’t the only one. I heard kids singing the songs around me. One even had her iPod signed outside by the cast. Now that’s something I’ve never seen before!

(Also something I’ve never seen before – product placement in a Broadway show. I have to ask – did Dairy Queen pay for that? Or did you just throw that in there to give the show some more realism? If it’s product placement, well, I applaud you. That’s a smart business decision).

My experience last night reminded me a lot of when I saw Big: the musical way back in ‘96. I was a teenager, and it was the first time I had seen other teenagers on stage doing what I dared to dream. The energy was electric, the songs were addictive – it spoke to me in a way that, well, Phantom of the Opera just hadn’t. Back then, there weren’t many shows on Broadway for teenagers. And although Big didn’t do as well as I think 13 will (it opened a day before this other little musical the teenagers hooked on to that you may have heard of… Rent), I think the effect will be the same. You never forget the first show you’ve seen on Broadway. And if that show is something you can relate to – something that doesn’t involve green ogres, flying babysitters, mermaids, lions, or witches – something that deals with the everyday issues kids face today – well, you can’t really get any better than that. To think of how many kids will discover theater in a whole new way after seeing 13? And to know how many adults, like me, will rediscover theater in a whole new way after seeing 13? Simply put, it’s awesome.

You have a powerful product on your hands right now. I wish you and the entire team involved in 13 the best of luck with the show.

Thanks again,

Best,
Dave