Broadway’s “Stranger Things” Struggles with Disappointing Sales

The Broadway production “Stranger Things: The First Shadow,” inspired by the popular Netflix series, is facing troubling ticket sales since its opening in late March 2023. Currently, the show is operating at just 75% capacity, with attendance dropping to a concerning 65% in the week prior. This disappointing performance places it among the least attended shows on Broadway, raising questions about its future viability.

Despite the high expectations associated with a series as successful as “Stranger Things,” the stage adaptation has struggled to attract audiences. The production, which is part of a planned trilogy, reportedly incurs costs of at least $1 million per week to run. Industry insiders reveal that the show has only met its financial threshold once in the past three months. The exact financial outlay from Netflix for this venture remains unclear, but it has been described as a “rounding error” for the streaming giant, which recently invested $320 million in the film “The Electric State.”

The hope within the production team is that the upcoming release of the final episodes of the television series, set to debut on November 26, 2023, will bolster ticket sales. A source close to the production expressed optimism, saying, “Everyone’s holding onto hope that the new season drives ticket sales.” However, this expectation is not guaranteed, as high viewership on the platform has not consistently translated into demand for related theatrical experiences.

In London’s West End, where “The First Shadow” originally launched, competition is heating up. The musical “Buena Vista Social Club” is reportedly on track to take over the Phoenix Theatre if ticket sales for “First Shadow” do not improve soon. This situation underscores the precarious nature of theatrical productions, particularly when they rely heavily on the popularity of their source material.

Past attempts to monetize the “Stranger Things” brand through live events have also faced challenges. A multi-million dollar immersive experience called “Stranger Things: The Experience” has struggled to find a stable audience after being staged in ten cities. A source highlighted miscalculations in planning and market anticipation, suggesting that Netflix may not have effectively gauged the broader appeal of its franchise.

While other productions, such as “Harry Potter and the Cursed Child,” continue to thrive—reporting an advance of over $30 million—“Stranger Things” has not yet achieved similar success. The enduring popularity of the “Cursed Child” reflects its strong critical reception and consistent sales, contrasting sharply with the struggles of “First Shadow,” which has faced criticism from reviewers.

As the theatrical landscape evolves, the fate of “Stranger Things: The First Shadow” remains uncertain. The success or failure of this production may hinge not only on the upcoming episodes of the television series but also on the broader ability of Netflix to convert its immense viewership into live audience engagement. The industry will be watching closely to see if the magic of the “Stranger Things” universe can translate into Broadway success.