At a time when jukebox musicals dominate London’s West End, some of the theater’s stars argue that the success of original shows is proof that “audiences are ready to take risks”.
From Motown to Michael Jackon, from Tina Turner to the Jersey Boys, the last two decades have seen an exponential increase in offerings based on songs whose lyrics most of us already know.
In 1999, the great success of the production of Mamma Mia! – based on ABBA’s extensive back catalog – proved to be a game changer.
This has left a number of investors believing they have found a magic formula – the combination of chart success with nostalgia being an easier sell to a guaranteed audience that likes to know what they’re getting.
While there’s no escaping their popularity or dominance, they’re not the shows that critics really get excited about.
Two Strangers (Carry A Cake Across New York) is an original offering with all-new songs most people have never heard of, but the millennial romantic comedy is losing count of the five-star reviews it’s received in a matter of weeks.
Sam Tutty – who plays Dougal in both hands – says the writers had to “fight tooth and nail” to bring him to the West End.
The actor, who previously won an Olivier for playing the lead in Dear Evan Hansen, explained: “Being in the place he is now is because they were allowed to get a foot in the door somewhere along the way.”
Dujonna Gift stars alongside him as Robin in a story that follows how two twenty-something strangers meet before a wedding.
Sam Tutty and Dujonna Gift, who star in Two Strangers (Carry A Cake Across New York)
“Fringe theater is where it is now,” she explains, “and supporting and advocating for these writers so they believe there is space in the market for their work will do great things.”
Gift, who has starred in Hamilton and Motown: The Musical, says, “As someone who’s done jukebox musicals, there’s always a market for it, but right now… it’s really important that we create spaces for these new writers.”
The success of Operation Mincemeat is proof of how word of mouth can attract as many punters as casting a pop star.
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The musical, which is based on the true story of Britain’s World War II-winning secret mission, has extended its run eight times to keep up with demand.
Although it recently won Best New Musical at the Oliviers, before writing the hit its creators – the sketch troupe SpitLip – almost abandoned theater for good.
The cast of Operation Mincemeat. Photo: Matt Crockett
“When we started doing theater you could get grants,” actress and writer Natasha Hodgson told Sky News.
“It’s very difficult to be a breeder without a huge amount of money in the bank right now.
“The whole theater ecosystem is very aware of how difficult it is for theater producers to get work off the ground, and everyone is doing everything they can in terms of supporting new work and trying to get commissions, but it’s hard, we have to keep knocking the drum about how the arts are in our blood in this country.
“I think this show and others like it are proving that, in fact, the public is ready to take risks, is ready to come and support new things.”
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While harnessing the power of well-known music properties is more widely considered a safe bet for producers, Two Strangers producer Tim Johanson says this means truly original offerings are a harder sell.
Sam Tutty and Dujonna Gift, on stage at Two Strangers, say it’s important that new writers are supported. Photo: Brinkhoff/Moegenburg
“Surprising familiarity is a phrase I hear a lot,” he explains.
“You need to have heard of
But instead of bringing fans of existing musicians to the theater, Johanson says they seem to be amassing an army of their own.
A scene from Carry A Cake Across New York. Photo: Brinkhoff/Moegenburg
“People have already seen the show 15, 16, 17 times, they’re the ones talking about it online and driving other people to come see it, driving the millions of music streams we’re seeking.”
So while jukebox musicals may be everywhere, Johanson isn’t too worried.
“Operation Mincemeat, Six, those are the two that paved the way and, genuinely, in my career, this feels like the best time to be writing new British musicals.”
Two Strangers (Carry a Cake Across New York) is at the Criterion Theater until August 31. Operation Mincemeat is at the Fortune Theatre, London, until 16 November.
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