Why Musicals Swamp Plays In The West End

“It’s true that London has something very special to offer; it is the theatre capital of the entire world. But the variety on offer in the West End is being completely eroded. The reason for that is marketing and the ways that these enormous musicals are promoted; televising the casting of musicals is having a great impact on straight theatre, because we just can’t use those sorts of gimmicks to sell tickets. The length of runs is also problematic.”