Social media is such an important factor in the marketing of Broadway shows that Facebook, Twitter and Instagram have become not only ticket sellers, but plot points in shows. The trend may not have begun with “Dear Evan Hansen,” but that show owes much of its enormous success at home and on the road to prospective customers who’ve grown up online and see versions of themselves on the stage of the Music Box Theatre.
Among the Broadway musicals that have entered the timely fray, few arrived with the digital cred of “Be More Chill.” The show opened in March on a wave of promotional material hawking its phenomenal online presence, which began after its 2015 premiere at New Jersey’s Two River Theater.
