Originally posted on Variety:
A new joint venture has big plans for Roy Rogers, prepping to return the cowboy-performer’s brand to the spotlight in a multi-pronged push that includes a brewing Broadway musical penned by Marshall Brickman, the “Annie Hall” co-scribe who also co-wrote the book for “Jersey Boys.”
A Main Stem tuner isn’t the usual choice to lead a concerted effort at bringing back a familiar IP, since film, TV and digital have a much broader reach. But it’s a strategic choice, according to Larry Spangler of the Spangler Group, one of the members of the joint venture.
The older-skewing demo most likely to have a fondness for Rogers’ work, he contends, significantly overlaps with the older auds who make up the Rialto’s prime ticketbuyers. “It’s a perfect fit, because we’re the perfect demographic for Broadway,” he said.