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What Broadway can learn from the viral status of Off-Broadway’s ‘Dracula, A Comedy of Terrors’

The production’s director of marketing explains how the niche show gained nearly a quarter of a million followers.

Clayton Howe (Credit: Courtesy of Howe)

Every new show dreams of going viral, but, as we all know, the “runway” for any new show to take off is too short and, most often, the marketing focus and budget simply do not cater to the digital ad space as much as they probably should in 2024. 

So how did a small, Off-Broadway show amass a following of over 230,000 across Instagram and TikTok (and still growing even after closing) while many Broadway musicals fail to break past the 10,000-30,000 follower range? 

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