The revival of “Chicago” proudly boasts its place in history as Broadway’s longest-running American musical. But beyond the borders of the United States, through the concerted effort of producers Fran and Barry Weissler, “Chicago” has become an international entertainment brand.
After bowing on the Main Stem in 1996, “Chicago” promptly expanded its territory, opening in London’s West End in 1997. This is common practice, of course; the theatrical exchange between New York and London has a storied history. But the revival then ventured to Australia, opening a new sit-down production in Melbourne at Her Majesty’s Theatre on July 4, 1998. “‘Chicago’’s brand had already started to build in Australia,” said Alecia Parker, the show’s executive producer who is responsible for the title’s international presence and productions. “After talking with the marketing folks in the country, we were convinced this would be a great springboard out of the West End.”
To date, “Chicago” has played over 35,000 performances across 1,000 cities. “We learned a lot from the first few cities,” said Parker, who also serves as co-chair of the Broadway League’s international committee. “We learned early on that listening to our local partners was critical as they knew their countries better than we did.”
