NEW YORK CITY—Willy Wonka is coming to Broadway and it must be believed to be seen.
A mouth-watering new
advertising campaign from AKA NYC promotes next year’s premiere of CHARLIE AND
THE CHOCOLATE FACTORY The New Musical as bringing a special excitement to New
York City. In the first of three teaser spots breaking online this week, the
show’s arrival in Manhattan is heralded by a thick bank of purple clouds that
spreads over the city, and the appearance of a mysterious figure in white spats
and a purple coat.
Rolling out over the next
several weeks, additional spots depict a city increasingly electrified by Wonka
magic. The campaign’s climactic ad is a visual effects tour de force as the
eccentric candy maker works his magic on some of New York’s most familiar
landmarks…with spectacularly sweet results.
The familiarity audiences
already have with the CHARLIE story, through the Roald Dahl books and movie
versions, allowed AKA’s creative team the freedom to take the campaign in an
innovative direction. “People love CHARLIE AND THE CHOCOLATE FACTORY,” says
Creative Director Ryan Cunningham. “The education you have to do with most new
shows is already built in. That allowed us to focus on the excitement of this
beloved story coming to our city as a musical.”
Written and directed by AKA’s
in-house creative team, Jamaal + Bashan, the campaign involved shoots at 22
sites across the city, including the Brooklyn Bridge, Dumbo, the Staten Island
Ferry, Times Square, Central Park’s Bethesda Fountain and Grand Central
Station. The campaign’s climactic ad features more than 30 visual effects
“We romanticize New York,”
Parham observes. “Our city is a little more fantastical than what you
experience in daily life, but it’s also very authentic. The Bethesda Garden is
a magical place; the Flat Iron Building is an icon. We picked the city’s best
locations and we transform them.”
The concept for the campaign
was born out of extensive research conducted by AKA’s Show & Tell Research.
The broadcast campaign will be accompanied by print, outdoor and online
advertising and marketing elements, as well as a number of surprises.
“It’s uncommon to use teasers in the rollout of a new Broadway musical,”
notes Cunningham. “We took this approach because it gave us the opportunity to
capitalize on the built-in anticipation and convey the emotion and magic of
CHARLIE coming to New York.”
CHARLIE AND THE
CHOCOLATE FACTORY The New Musical
Tuesday, March 28, 2017
Opening Night Sunday,
April 23, 2017?
On Sale begins Friday, September 16, 2016
based on the
best-selling novel by Roald Dahl
Warner Bros. Theatre
Ventures, Langley Park Productions
and Neal Street
Productions announced Roald Dahl’s CHARLIE AND THE CHOCOLATE
FACTORY starring two-time Tony Award winner Christian Borle, begins
performances Tuesday, March 28, 2017 and officially opens Sunday, April 23,
2017 at Broadway’s Lunt-Fontanne
Theatre (205 West 46th Street).
Tickets for the Broadway
premiere of Roald Dahl’s
CHARLIE AND THE CHOCOLATE FACTORY will go on sale for the
general public beginning Friday, September 16, 2016, and be available at www.CharlieOnBroadway.com or www.Ticketmaster.com (877.250.2929).
Directed by three-time Tony
Award winner Jack
Dahl’s CHARLIE AND THE CHOCOLATE FACTORY features music by
Grammy, Emmy and Tony Award winner Marc
Shaiman, lyrics by Grammy and Tony Award winners Scott Wittman and Marc Shaiman, a book
by Artistic Director of Edinburgh’s Royal Lyceum theatre David Greig and
choreography by Tony Award nominee and Emmy Award winner Joshua Bergasse.
Additional songs included by Leslie Bricusse and Anthony Newley from
the 1971 Warner Bros. motion picture.
Five-time Tony Award nominee Mark Thompson returns
to Roald Dahl’s CHARLIE
AND THE CHOCOLATE FACTORY for the Broadway production as scenic
and costume designer.
Roald Dahl’s CHARLIE
AND THE CHOCOLATE FACTORY
will also feature lighting design by four-time Tony Award nominee Japhy Weideman, sound
design by Andrew Keister,
puppet design by Obie and Drama Desk Award winner Basil Twist, and
orchestrations by three-time Tony Award winner Doug Besterman.
For more than 50 years Roald Dahl‘s story of CHARLIE AND THE CHOCOLATE FACTORY
has captured imaginations around the world, and now for the first time Broadway
audiences are invited to experience Willy Wonka’s delightful and semi-dark
chocolate world first-hand. Willy Wonka, world famous inventor of the
Everlasting Gobstopper, has just made an astonishing announcement. His
marvelous—and mysterious— factory is opening its gates…to a lucky few. That
includes young Charlie Bucket, whose life definitely needs sweetening. He and
four other golden ticket winners will embark on a mesmerizing, life-changing
journey through Wonka’s world of pure imagination. Get ready for chocolate
waterfalls, exquisitely nutty squirrels and the great glass elevator, all to be
revealed by Wonka’s army of curious Oompa-Loompas.
Additional casting by will be
announced shortly. Casting is by Telsey
+ Company/Rachel Hoffman, CSA.
The Broadway production of Roald Dahl’s CHARLIE AND THE CHOCOLATE
FACTORY is produced by Warner
Bros. Theatre Ventures (Mark Kaufman), Langley Park Productions (Kevin McCormick)
Street Productions (Sam Mendes, Caro Newling).
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For more information visit: www.CharlieOnBroadway.com
is a global, full-service advertising agency with offices in the US, UK and Australia.
The AKA Group, including Digital Media
Services and the film advertising agency The Creative Partnership,
delivers creative, strategic and insightful campaigns to the entertainment and
culture industries worldwide.
The New York office, led by
Elizabeth Furze and Scott Moore, delivers innovative solutions across media,
marketing, partnerships, interactive, creative, broadcast content, insights and
campaign management, with a proven record for producing sales-driven campaigns
for premium, must-see productions, venues, exhibitions and events.
Current and recent NYC
clients include: A Bronx
Tale, Anastasia, Charlie and the Chocolate Factory, Fiddler on the Roof, In
Transit, Les Misérables, Matilda The Musical, Miss Saigon and Stomp.
For more information, visit aka.nyc.