Cameron Mackintosh's contribution to the development of the Essay

Cameron Mackintosh's contribution to the development of the megamusical - Essay Example This paper further highlights the legacy of Mackintosh’s transformation of musical theatre through the increasing importance attached to the marketing of megamusicals; which in turn has fuelled debate as to the repercussions of the megamusical for the musical as an art form as opposed to a corporate controlled money spinner. In considering Mackintosh’s contribution to the megamusical, it is imperative to consider the contemporary framework for the business of theatre production in London’s West End and Broadway. For example, if we contextually consider the theatre market in the West End, recent hit shows from the Sound of Music to Joseph have driven the reversal in fortune of West End theatres, which had suffered a trend in declining ticket revenue and profits in the last decade. In January 2008, the Society of London Theatre announced a record breaking year in 2007 with more than 13.6 million theatregoers generating total tickets sales of almost  £470 million, passing the  £400 million mark for the first time. Furthermore, the Society’s Chief executive Richard Pulford cited the revenue statistics as an â€Å"annus mirabilis† for London theatre, stating that â€Å"these figures are a wonderful start to our centenary year but we’re under no illusions that we’re going to have to work very hard to maintain this success† (Maev Kennedy., 2008).