The coronavirus pandemic has turned the theater district in Manhattan into a ghost town after Broadway productions ground to a screeching halt. While in theory things could come back to life early next year, many have been predicting more doom and gloom.
Will this unprecedented move by Disney redefine how people watch musicals? If you ask Igal Hartal, a producer and a marketing director who has been leaving and breathing Broadway shows for the past 15 years, the answer is a resounding "Yes" for a variety of reasons.
Follow Israel Hayom on Facebook and Twitter
"Hamilton was supposed to be adapted into a movie in 2021," Hartal, an avid fan who has seen the musical 11 times, told Israel Hayom. "The movie was supposed to be a compilation of three productions, and Disney had already agreed to pay [the creator and star of the musical] Lin-Manuel Miranda $76 million for the screening rights. This is an unprecedented amount and after the coronavirus crisis broke they paid him another $30 million to stream it online."
According to Hartal, the decision to invest so heavily in the play is a result of the new reality in which people now want, more than ever before, content to consume within the comfort of their home. "Disney's move is huge, from a marketing perspective; they decided to compete with Netflix and Apple with unique content that caters to a whole host of viewers," Hartal noted.
He added that by casting African Americans, Latinos, and Asians, the musical became an all-American story that everyone could relate too, not just in the US. "Miranda is not just a gifted creator, he is a brilliant marketing guy," Hartal said.
"From an artistic perspective, what is so ingenious in this production is that it allows every viewer to imagine the story to be about them. The casting shows that the pigment of your skin doesn't matter and that it could have just as well taken place in Puerto Rico or Israel. Miranda managed to make Hamilton a mythic figure, much more than just a portrait on a 10-dollar bill." Hartal said that Disney has shown the way forward.
"I expect this to be widespread, with dozens of musicals ultimately being streamed," he said, adding that Disney has rights to many musicals and "I wouldn't be surprised if they would go online soon."
Subscribe to Israel Hayom's daily newsletter and never miss our top stories!
