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This marketing affirms a musical as something special, says Gerald Schoenfeld, chairman of the Shubert Organization, which owns or operates 17 of Broadway's 36 theaters, including those housing Mackintosh's hits. Canny showmanship, Schoenfeld adds, gets the media to convey the same idea: "When we cut a hole in the roof of the Winter Garden for Cats, it became news in hometowns across America. Events are what the public responds to. They want a sense of occasion."
What the public truly wants is, of course, impossible to fathom -- especially when it is as diverse as the 10 million people who have seen the Big Three on Broadway or the 72.5 million who have attended worldwide. Mackintosh says, "I have no formula. Any man is lucky to be involved in one major success in a lifetime. To be involved in four defies explanation." One clear lesson does emerge. Certain theatrical tastes may be passe, certain critics disgruntled. For all the doomsaying about the Fabulous Invalid, the joy of theatergoing -- to the right show, done in the right way for the right audience -- remains as robust as ever.
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