Sir Cameron Mackintosh

The Business of Musical Theatre

Sir Cameron Anthony Mackintosh is one of the largest names in Broadway history. As a prominent Broadway producer, Mackintosh has produced more musicals than anyone else in the world. His creation of the megamusical and concepts for mass reproduction of a musical helped remodel the theatre industry during desperate times. Through the use of multiple cities in the production of his shows, Mackintosh is able to generate revenue not only through his theatre but also through the local tourist community. His effort to redefine the rules of Broadway transformed musicals into a globally marketable brand that could be easily recognized. Mackintosh’s contributions to musical theatre through show branding, theatrical corporatization,

They compare his strategy of marketing and reproduction of Mackintosh productions as an assembly line technique, referring to his process as a Fordist approach to theatre. The New York Times described “Mackintosh technique” in an article about him from 1990. In this article, the writer asserts the Mackintosh method is to open a show in London, which will cost significantly less than it would on Broadway. After opening in London, releasing the London cast album in America and heavily promoting the newly released album. By doing this Mackintosh ensures the growth of anticipation for a production of the show in America. When an “exact replica” of the original show is opened on Broadway, Americans who have fallen in love with the cast album will flock to see the show they have listened to. In turn, this boosts the local economy by promoting tourism back into Broadway. However, to further ensure audience building anticipation for the musical, Mackintosh employs the use of “spectacle -- whether it be singing cats, a waif on the barricades, a falling chandelier or, lately, a helicopter landing on stage -- in attracting a thrill-seeking

He ensures that every audience member will get the same theatrical experience in his theaters and goes to great length to ensure that the audience receives and outstanding performance. Mackintosh productions are known for their thrilling storylines, extravagant costume designs, and elaborate sets, along with memorable musical ballads. His repertoire includes Broadway blockbusters like “Cats,” “Les Miserables,” “Miss Saigon,” “Beauty and the Beast,” and “Avenue Q.” In order to keep up so many large productions, Mackintosh has personally invested in eight historical theatre in the West End of London. There he is able to create a theatre tailored exactly to his productions vision. Mackintosh’s list of theaters includes The Prince of Wales, Gielgud, Queen’s, Wyndham’s, Noel Coward, Novello and Prince Edward. Currently, Mackintosh is renovating his theatre, Victoria Palace, in an effort to bring Broadway smash hit Hamilton to London. This production of Hamilton is set to open in autumn of 2017. He is also in the early stages of purchasing The Ambassadors Theatre that he plans on renovating and renaming The Sondheim