This is actually a great idea from the marketing team of Something Rotten! Love their strategy
Although “Something Rotten” earned 10 Tony Award nominations, the only one it took home was for Christian Borle for Best Performance by an Actor in a Featured Role in a Musical. (PHOTO: Joan Marcus)
Usually a Broadway show that wins only one Tony Award, or just got nominated for one Tony, emphasizes the positive. Not “Something Rotten.” It ran a full-page ad in the NYTimes proclaiming itself a “Loser,” after taking home only 1 of the 10 awards for which it was nominated.
An excellent article recently published in the NYTimes explores the producers chutzpah. Reporterr Michael Paulson writes, ” ‘The “Rotten!’ ad was devised the day after the Tony Awards, when the show’s dejected marketing team gathered at the offices of its advertising agency, SpotCo, to figure out what to do next.”
After all, the irony of the whole thing is “Something Rotten” is about two struggling playwrights who are…
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