I was in London for the Olivier Awards this year.

We were there for Oh, Mary! — and what a night that was!

But somewhere in between the ceremony and the conversations that followed, I kept hearing the same thing over and over again.

Into the Woods. Into the Woods. Into the Woods.

And the more I heard about what this team had done with the production, the more I knew I wanted in.

So I’m in.

I’m thrilled to be joining the producing team of Jordan Fein’s Into the Woods, which has made the jump from the Bridge Theatre to the Noël Coward Theatre in the West End.

That night in April, it took home two Oliviers.

Best Musical Revival. And Best Lighting Design.

Why the Buzz Was the Pitch

I’ve said this before and I’ll keep saying it . . . the most powerful marketing in our business isn’t an ad. It’s people who can’t stop talking about your show.

And an awards night is a room full of folks who are paid to be skeptical. They’ve seen it all. They’ve seen Into the Woods more times than they can count.

So when that crowd keeps bringing up the same show — again and again — that’s not noise.

That’s data.

What This Means If You’re a Producer

You can buy awareness. You can’t buy that.

Word of mouth is the thing every one of us is chasing, and the best signal you’ll ever get is hearing your show’s name in a conversation you’re not part of.

Into the Woods runs at the Noël Coward Theatre through January 9th. If you’re in London before then . . . go.

What’s the last show you heard about so many times you just HAD to see it?

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