Broadway Musical to Lead Roy Rogers Brand Revival

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.

Spangler joins the Roy Rogers Family Entertaiment Corporation and the Roy and Dale Evans Rogers…

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