A new Thursday matinee seems to be paying off for the Neil Diamond Broadway bio-musical A Beautiful Noise: Last week the show grossed more than $1 million, a nine-month high attributable at least in part to an unusual new performance schedule.
Last month, producer Ken Davenport announced that beginning in September the musical would no longer perform on Wednesday evenings, switching instead to a twice-on-Thursday schedule.
According to a spokesperson for the production, attendance for the first Thursday matinee (September 7) was a near sell-out of 1,036, about double the July-August average attendance for Wednesday evening shows.
Although specific dollar amounts for the Thursday matinee were not disclosed, the gross was up 130% over the average Wednesday evening gross, according to the rep.
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