SBD/February 9, 2011/Marketing and Sponsorship

"Lombardi" Producers Working To Capitalize On Packers' Super Bowl Win

(l to r) Eric Simonson, Ponturo, Frand Kirsmer, Tommy Kail with Lombardi trophy
The producers of the Broadway play "Lombardi" are "hoping for a halo effect at the box office" from the Packers' Super Bowl XLV victory, "ordering championship T-shirts to display at the theater, inviting Packers players to see the show, and planning a springtime media campaign linking the play" to Sunday's win, according to Patrick Healy of the N.Y. TIMES. Producer Tony Ponturo said that "his marketing team would highlight the Super Bowl win on new fliers, e-mail blasts and signage in the lobby of the Circle in the Square Theater." Ponturo also said that the show's "spring advertising buy on television and radio would almost certainly include references to the Packers' victory." Healy noted "Lombardi" is the "only brand-new drama from the fall 2010 Broadway season to remain on the boards this winter, an indication that the producers have been earning at least enough to cover weekly running costs." Ponturo noted that the show has a "seven-figure advance in ticket sales, with performances scheduled through June 19." However, the production cost about $3M, and "has not been earning enough to start paying back investors in a significant way" (NYTIMES.com, 2/8).

THE TOP TEN LIST ISN'T EVERYTHING...: Actor Dan Lauria, who plays the former Packers coach in "Lombardi," sat on-stage next to CBS' David Letterman last night as the talk-show host read his Top Ten list, which was the "Top Ten Signs You're Watching A Bad Cable Channel." Letterman said, "Look ladies and gentlemen, it's legendary football coach Vince Lombardi." Lauria, as Lombardi, replied, "A pleasure to be here." Letterman: "Must be a thrill for you that the Green Bay Packers prevailed again this year." Lauria: "Not a surprise to me." After Letterman read each one of the entries in the Top Ten list, "Lombardi" would offer one of his motivational sayings, such as, "The measure of a man is not how he falls down but how he pulls himself up off the ground!" More Lombardi: "Jerry Kramer used to drive across the border to beat up Canadians just for the fun of it. I love that kind of guy! ... German potato salad is not real potato salad. Real potato salad has mayonnaise in it!" ("Late Show," CBS, 2/8).
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