CARRIE THE MUSICAL: a DELICIOUS look back at the closing of the legendary 1988 cult musical

“Surprise, Surprise! Terry Hands blood, sweat and tears staging of Carrie for his Royal Shakespeare Company works. ...a project that seemed unlikely from the outset, has unexpectedly emerged as a strong, effective and remarkably coherent piece of terrific total theatre.”   ~ Clive Barnes, New York Post

“...the fiercely concentrated Ms. [Betty] Buckley brings theatrical heat to every slap-happy bout of corporal punishment, every masturbatory hand gesture indicating her sexual repression, and every aria invoking Jesus and Satan.”   ~ Frank Rich, New York Times

“CARRIE MAKES A POWERFUL MUSICAL. ... [It] brings together all the forces that make live theatre so exciting: brilliant performances and an exciting story, reinforced by the physical production and fashions them into a truly unforgettable event.”      ~ Ernest Albrect, The Home News

“...compellingly written and overpoweringly performed...the scenes between Carrie and her mother crackle with longing. ...The conflict between the girl’s aching to be normal and the mother’s fear that she will go astray aspires to metaphysical tragedy.”    ~ William A. Henry III, Time Magazine

“I had a bloody good time. Carrie is edge-of-your-seat all-out entertainment.”   ~ Larry S. Ledford, The Monitor

These are some of the things written about the 1988 cult-flop musical CARRIE (I bet you heard there were no good reviews.) In honor of the newly rewritten off-Broadway revival opening in March 2012 (just 24 years after the originals disastrous 5 performance run) I thought we should go back in time to 1988 to revisit the drama behind the spectacular closing of one of Broadway’s most enduring legends. Enjoy!

THE BIGGEST ALL-TIME FLOP EVER
Carrie’s $7 million close shows why musicals are like dinosaurs
by William A. Henry III, Time Magazine/ May 30, 1988

Just a few days earlier, Choreographer Debbie Allen had been counseling the young performers of Carrie about how to handle sudden stardom. But as the disheartening word spread backstage, the ensemble members realized that they might have to learn instead to handle sudden unemployment. Last week, less than 72 hours after it opened as the Broadway season’s most opulent American musical, Carrie closed. Stephen King’s 1974 novel about a tormented teenager with psychic powers became a best seller, then a multiple Oscar nominee as a 1976 movie. But onstage it set records of a different sort: losing more than $7 million made it Broadway’s biggest failure ever.* Said President Rocco Landesman of Jujamcyn Theaters, which invested $500,000 and provided a house for the show: “This is the biggest flop in the world history of theater, going all the way back to Aristophanes.”

Carrie is just one more example, if an especially lurid one, of the self-destructive expansion of the Broadway musical. The form has become as ungainly and vulnerable as the dinosaur. Although the season just past is regarded as the strongest for musicals in a decade, eight of its 15 musical productions have just closed, and two may soon join them.

Still, with Carrie the actors were not the only ones startled by the abruptness of the shutdown. The technical staff, the press agent, even the creators thought they had been assured of at least one more week by Producer Friedrich Kurz, 39, a West German impresario making his Broadway debut. Although most of the reviews had been scathing – particularly about the superannuated kick line of high school girls, cumbersomely elaborate sets and an inadvertently hilarious dance number about slaughtering a pig – a number of critics nonetheless expected the show to find an audience and thrive. That is what happened , despite savage reviews from the London critics, during a four-week British run at the Stratford-upon-Avon home of the co-producer, the Royal Shakespeare Company. And night after nighr during Broadway previews, while some audience members laughed derisively, others thundered applause for the pelvic dances, the pyrotechnic effects and the open-throttle singing of Stars Linzi Hateley and Betty Buckley.

But after surveying the prospects, Kurz, who has prospered by importing Cats into his home country, flew back to Europe without telling Landesman or many of his other collaborators that he had ordered a closing notice to be put up at the theater. According to investors, Kurz thereby saved an estimated $150,000 to $175,000, the difference between another week’s operating costs and the projected box-office income. He was really prompted, however, by what usually determines the fate of unfavorably reviewed shows: he had run out of money. To have any hope of turning things around, he needed an additional $2 million or more. That would pay for TV advertising and cover losses for up to two months until the ads and word-of-mouth might bring in a profitably large audience. “I made an economic decision to cut my losses,” said Kurz in his Hamburg office. “Broadway is Russian roulette, and I’m not a gambler.”

The advertising-and-word-of-mouth strategy worked for Evita (1979), which opened to unenthusiastic reviews yet ran for almost four years. But it is not infallible: an additional $1 million enabled the 1985 Singin’ in the Rain to survive almost a year, yet apparently did not recoup theshow’s $5 million-plus investment. Still, says Carrie’s composer Michael Gore, whose credits include the movie Fame, “you can’t produce a Broadway show without a reserve fund. That is my major dissatisfaction with the show.”

Carrie might have had just such a reserve if it held to its original $5 million budget. The show was eventually capitalized at $7 million, primarily by British and West German investors who had scant Broadway experience. But runaway costs reached, by some accounts, about $8 million, attributable partly to high-tech fashion in current musicals, partly to the complexity of multinational production, partly to old-fashioned indulgence. Says the Royal Shakespeare Company’s Terry Hands, who staged the show: “It started to be laded with lavish trappings, none of which I believe were necessary.” Sources involved in financing the project estimate that the show’s design elements alone cost nearly $4 million, including about $1 million each for costumes, sound and the elaborate hydraulically powered sets. About a third of Jujamcyn’s $500.000 investment was spent on repainting its Virginia Theater black, to suit Carrie’s somber theme, and on installing electrical wiring for the laser barrage at the climax, when Carrie burns down her school gym.

The Royal Shakespeare Company was paid for mounting Carrie as part of its season, and thus secured a profit fo roughly $500,000. As a result of the unusual transatlantic production, there was a hefty bill for transport and lodging of the creators and the Anglo-American cast. On Broadway, some 20% of each week’s box-office income was set aside for royalties to the creative team, including Novelist King, who otherwise had no role in the show. Another debated expenditure was $500,000 plus for a print, poster and TV ad campaign in New York City before the show opened, much of it teasingly mysterious rather than hard sell.

As a result of all these costs, Carrie barely had carfare home after its Broadway opening night. There was no contingency play, just a hope against hope for generosity form the critics. When that failed, Gore, Librettist Lawrence D. Cohen and Lyricist Dean Pitchford started shopping for emergency investors to create an instant reserve fund. Landesman pondered stepping in with more cash from Jujamcyn but in the end decided not to underwrite even one additional week’s losses so the search for investors could go on. Explains Landesman: “I would have put up $500.000, but I didn’t see the rest of the $2 million coming from anywhere.” After a last forlorn scramble, neither did anyone else.
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And the rest is theater history. TTFN my darlings. See you all at the new CARRIE.


* This dubious honor has been handed over to many, many other Broadway flops since then.

The long-awaited return of CARRIE THE MUSICAL?

Tony Award winner Sutton Foster and Tony nominees Marin Mazzie and Jennifer Damiano will take part in the industry presentation of the 1988 cult musical Carrie.

Yes, my dumplings, there actually was a Broadway musical based on Stephen King’s CARRIE!

Carrie (1974) was Stephen King's first published novel. The book follows a shy teenage girl who is raised by a fanatic Christian fundamentalist mother in a small Maine town. Carrie soon discovers she has telekinetic powers and ultimately uses them to take revenge on the classmates who taunt and humiliate her throughout the novel. Carrie was later adapted into a 1976 film starring Sissy Spacek in the title role, with Piper Laurie as her mother and Betty Buckley in a featured role as the gym teacher.

Fame songwriters Michael Gore and Dean Pitchford collaborated with Carrie screenwriter Lawrence D. Cohen on the musical adaptation which premiered in London at the Royal Shakespeare Company in 1988 starring Linzi Hately as Carrie, with Tony winner Barbara Cook as her mother. The cast also featured Tony nominee Charlotte d'Amboise, Gene Anthony Ray and Darlene Love.

Terry Hands directed the production that featured choreography by Debbie Allen, both of whom repeated their work for Broadway. The musical proved challenging to mount, with numerous special effects and the crucial plot point of dousing its leading lady with buckets of fake blood.

Carrie arrived on Broadway at the Virginia Theatre in April 1988 with Betty Buckley (a veteran of the 1976 film) replacing Cook in the role of Margaret White. Much of the original London principal cast, including Hately, d'Amboise, Ray and Love, reprised their performances.

Capitalized at over $7 million, Carrie gained cult status for being such an expensive and short-lived Broadway venture. After being derided by critics and leaving audiences divided, Carrie closed on Broadway after playing only 16 previews and 5 performances.

For those of you too young to remember this 1988 debacle, may I recommend Ken Mandlebaum’s magnificent book NOT SINCE CARRIE which details the show’s rise and fall along with hundreds of other flops throughout the decades. (For theater afficionados and collectors of flop musicals, there simply is no substitute.)

From Mandelbaum’s book:

“What makes CARRIE so unique in flop musical history is its combination of soaring, often breathtaking sequences and some of the most appalling and ridiculous scenes ever seen in a musical. It alternately scaled the heights and hit rock-bottom. CARRIE also had non-stop energy and, unlike so many flops, was not dull for a second.”

“While the response of those who saw CARRIE varied wildly, the response of those who missed it was uniform. Never have so many people who missed a flop musical wished so fervently that they had seen it. Many of those who did see it found themselves unable to stop talking about it, and live tapes of the score were widely circulated and treasured. When flop musicals opened during the season that began with CARRIE, critics and audiences had to admit that the new flops did not begin to live up to the standard set by CARRIE. CARRIE was fascinating, thrilling, horrible, and unbelievable. The ads said, “There’s Never Been A Musical Like Her” – and there never would be again.”

While Broadway has had it’s share of musical triumphs, it has also seen hundreds of musicals that had brief runs, lost millions of dollars and broke the hearts of their creators and performers. The legendary catastrophe Carrie has inspired websites, blogs, unauthorized productions, rip-offs and imitations and even a petition to the authors asking them to release the performance rights. There are also countless live bootleg recordings of the entire show - both on audio and video, which has led a growing legion of fans to wonder just what went wrong.

Well, they may not have to wonder anymore. As of today it has been announced that this infamously short-lived 1988 Broadway musical will have a private reading in Manhattan in November. Stafford Arima (Altar Boyz, Tin Pan Alley Rag, Somewhere in Time, London's Ragtime) will direct the Equity reading; the industry presentation is Nov. 20. Musical direction is by Stephen Oremus (Wicked, 9 to 5).

Variety reports that Tony-winning producer Jeffrey Seller (In the Heights, Avenue Q, Rent) has reunited composer Michael Gore, lyricist Dean Pitchford and book writer Lawrence D. Cohen to take another look at the property.

The cast will feature Foster (Shrek, Thoroughly Modern Millie) as gym teacher Ms. Gardner, Mazzie (Passion, Ragtime) as Margaret White, Molly Ranson (August: Osage County) as Carrie and Damiano (Next to Normal, Spring Awakening) as Sue.

Also revealed are "American Idol" finalist Diana DeGarmo (Hairspray, The Toxic Avenger) as Chris, Matt Doyle (Spring Awakening, Bye Bye Birdie) as Tommy and John Arthur Greene (West Side Story) as Billy.

The Carrie ensemble includes Corey Boardman (Next to Normal, Altar Boyz), Lilli Cooper (Spring Awakening), Katrina Rose Dideriksen (Things to Ruin), Benjamin Eakeley (Sweeney Todd), Emily Ferranti, Kyle Harris (The Cure), Philip Hoffman (A Catered Affair), Kaitlin Kiyan (Hair), Max Kumangai (What's That Smell?), Mackenzie Mauzy (White Noise), Preston Sadleir (Mrs. Sharp), Jonathan Schwartz (The Fantasticks) Bud Weber and Sasha Weiss (Jerry Springer).

On a personal note, I just adore Carrie the musical and hope that this time it works. The score is simply fantastic and no matter how it turns out, this is one theatrical event that promises to be most memorable.