Marketing research

Concept validation for a Broadway show based on a blockbuster movie


United States, Canada, England


Show producers based in New York were working on a new musical based on a blockbuster movie. However, the successful conversion of this movie to a stage show was far from guaranteed and producers needed to validate the commercial potential of the intellectual property on Broadway. Furthermore, it was important to understand consumer expectations for the show’s concept as well as the creative latitude versus the original work.


Quantitative study amongst a sample of musical goers in the United States, Canada and England.


Confirmation of the market potential for the intellectual property on the Broadway market • Identification of the creative sandbox based on movie elements consumers expect to see on stage

Identification of the market segments with the highest potential in the 3 target countries