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: Although Broadway, like pretty much every other industry, is taking its lumps this season, some theatre veterans are hoping that as portfolios go down, the appetite for entertainment will go up. That view is part of what is prompting Disney to alter its marketing to fit the mood. A recent television advertisement for Mary Poppins, one of three Disney shows on Broadway, featured enthusiastic customers talking about the musical being “so full of hope for the family, for better times ahead.”

David Schrader, executive vice-president of Disney Theatrical Productions, explained, “We’re adjusting the message to include comfort in addition to escapism.”

The original PL Travers book, Mary Poppins, which was quickly followed by several sequels, was published in 1934, during the Depression, he noted, and the ads are intended to remind viewers “that family is more important than money.” The testimonials emphasise that “when times are challenging, this is a feel-good moment,” he said.

The new commercial is just one of several adjustments Disney has made to its marketing strategy in recent weeks, including a shift in advertising dollars to television from print, and a children-go-free promotion for all its shows (the others are The Lion King and The Little Mermaid that begins soon after the new year. When it comes to a Broadway show, there aren’t many ways to cut costs, Schrader said, adding, “You can’t change the product very much, so you’ve got to remind people it’s a real value.” The Mary Poppins testimonial also includes customers saying the show is “so well worth the money.” While few productions are changing their strategies as specifically as Disney’s, across Broadway, musicals and plays are trying to focus their marketing budgets more effectively. “We’re trying to make sure that every dollar spent brings a ticket sale back,” said Drew Hodges, chief executive of SpotCo, an advertising agency representing many Broadway shows.