Critics’ pick or social media smash: the effect of critics’ reviews and social media on Broadway

Using Broadway shows that ran between 2014–2018, this study assesses the relevance of conventional predictors of a Broadway show's success in the digital age. Although some conventional show characteristics continue to contribute to a show's success, other factors identified in previous studies as being key to survival appear to have little to no importance during this time period. Focusing on our key variables of interest, traditional newspaper reviews and initial Twitter follower count, both favourable reviews and a high Twitter follower count contribute to the success of a Broadway show in terms of its average weekly grosses, with initial follower count having a more pronounced effect than favourable critical reviews in a show's opening week. Thus, while newspaper reviews still play a role in this industry, their influence in terms of filling seats and generating revenue may be waning.