Andrew Lloyd Webber’s upcoming Broadway musical, “Bad Cinderella” has announced a partnership with The Broadway Exchange, a marketplace for digital collectibles, to launch a series of online souvenirs tied to the show.
With this partnership, “Bad Cinderella” becomes the first Broadway production to incorporate digital collectibles into its fan engagement and revenue plans. The Broadway Exchange officially launched with three initial digital collections, aka NFT collections, for Broadway Cares, the musical “May We All” and Off-Broadway’s “Stranger Sings!”
The Broadway Exchange will work with more partners, like “Bad Cinderella,” to create collectibles, which are 3D multimedia objects. In terms of sales, 90 percent of profits from the collectibles benefit the show while the Exchange donates 3 percent of all sales to various Broadway industry charities.
Digital objects are minted on a blockchain system known as Flow, where each item requires less digital energy than common internet functions like a Google search or Instagram post.
The “Bad Cinderella” series launched on Feb. 7, via the Exchange’s website, with a free collectible: an invitation from the character of the Queen to enter Belleville, where the musical is set. Fans who claim this collectible will gain early access to upcoming content from the production.
The entire initial collection for “Bad Cinderella” will be free. Fans who collect the full set will be entered into a contest to win autographed merchandise.
Overall, digital collectibles provide fans with an innovative way to interact with a show. The purchase of collectibles will allow fans to receive exclusive content and the opportunity to win tickets, merchandise and other show-related experiences.
“This represents an evolution in fan engagement,” Christine Schwarzman, president of No Guarantees (lead producer of “Bad Cinderella”), said in a statement. “We know that theater fans are passionate about their favorite shows, both old and new, and to give them a new way to feel like they are part of the experience is exciting. This partnership will provide a pathway to inspire and digitally engage lovers of musicals and live theater.”
“Bad Cinderella” begins previews on Feb. 17 ahead of an official opening night at the Imperial Theatre on March 23. The musical is produced by No Guarantees and Really Useful Group, and is executive produced by Wagner Johnson Productions.