“A Beautiful Noise” will change its performance schedule beginning Sept. 6. The production will shift to include four weekly matinée performances at 2 p.m. on Wednesdays, Thursdays and Saturdays and 3 p.m. on Sundays, in addition to evening performances on Tuesdays, Thursdays, Fridays and Saturdays. There will be no Wednesday evening performances.
Currently, “A Beautiful Noise” performs three matinées along with five evening shows.
Ken Davenport, one of the show’s lead producers, shared the news via his social media. “We rarely mix our schedule up,” Davenport wrote of Broadway’s tradition of an eight-performance week, “and what happens is that these times were set for a different audience in a different decade!”
Davenport acknowledged in the post that, prior to the COVID-19 pandemic, the average audience member typically saw Broadway shows two to three times per year. However, audience habits have changed.
“A majority don’t go into their office on Fridays,” Davenport wrote of Broadway customers. “They aren’t planning in advance. And my research shows…they are looking for more matinées.”
The producer also acknowledged the risk of changing the show’s schedule, noting that he doesn’t yet know how attendance at the matinées will be, but that he will share the results of his experiment.
“I’m betting that even if those performances don’t sell out,” Davenport wrote, “they will do better than the Wednesday evening performance they replaced.”
“A Beautiful Noise” continues its run at the Broadhurst Theatre, where it opened on Dec. 4, 2022. The jukebox bio-musical, which tells the life story of Grammy Award-winning artist Neil Diamond, is produced on Broadway by Davenport and Bob Gaudio.