The PR of Pulling the Plug Before Opening Night

 The PR of Pulling the Plug Before Opening Night

THE PR VERDICT: “D” (PR Problematic) for Radio City Music Hall’s “Heart and Lights.”

Radio City Music Hall’s big draw is the Christmas Spectacular, but owner Madison Square Garden Company had big plans for a similar annual attraction for the spring tourist season. “Heart and Lights,” a musical production starring the Rockettes, is a $25 million extravaganza that was set to debut this Thursday. Instead, the show has closed before it’s even begun.

An article in yesterday’s New York Times details the fallout: millions in lost ad revenue and ticket refunds, the theater dark for five weeks. What has been gained is immunity from reviews that might have killed the show permanently.

Another gain is bad press. The first question facing MSGC executive chairman James L. Dolan was whether to let the show run and work out its kinks in previews, though apparently the problems were too large. Decision made, the next issue is the explanation of why the multi-million dollar show would not go on. Publicist Leslie Sloane Zelnick chose to let Dolan come relatively clean in an attempt to control fallout. A win, or a loss? More like a toss up.

THE PR VERDICT: “D” (PR Problematic) for Radio City Music Hall’s “Heart and Lights.” Now there are two storylines to fix.

THE PR TAKEAWAY: When the news is bad, you’re less damned if you do than if you don’t. Rarely will producers shut down a show as expensive as this a mere week before opening night. There’s no way to contain press that bad, except to open the door on it. In this way a flak can form the script: True, the show isn’t great – but MSGC would rather take the loss and put out a better show. Or so you hope the media and public will believe. Failing that, all will be forgotten by the show’s new opening night, a year from now.

To read the Times article, click here.

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Suzan Colon About Suzan Colon

Suzan Colon, The PR Verdict’s Content Editor, has written for magazines including O, the Oprah Magazine; Jane; Details; Rolling Stone; Harper’s Bazaar; and many other publications. She is the author of Cherries in Winter: My Family’s Recipe for Hope in Hard Times (Random House). Suzan blogs for the Huffington Post and has appeared on The Today Show, The Early Show, and NPR. For more, visit suzancolon.net.

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