Disney India today announced its plans to foray into the live events segment with the Broadway musical Beauty and the Beast to the Indian stage. The musical has been on stages across 28 countries and will be completely developed in India while retaining the original script and music of the Broadway show. The classic musical show will be presented to Indian audiences on the same scale as the mega-productions seen on New York’s Broadway and London’s West End theatre stages.
The show will be played across in Mumbai and Delhi from October to December. Disney India will bring on board local talent with international artists to recreate the musical in India. Some of those involved with the Indian production of the show include Vikranth Pawar, Show Director and Creative Head, Live Entertainment at Disney India, Leslie Lewis, Music Direction, Terence Lewis, Choreography, Varsha Jain, Set Design, Gavin Miguel, Costume Design, Pallavi Devika, Hair & Make-up and Suzannne D’Mello, Vocal Training.
Siddharth Roy Kapur, MD, Disney India said, “I think Broadway has been quite timeless in terms of its ability to withstand technology and all that is happening on other platforms, because it is one of those experiences that can’t be replicated on any other medium. It has become one of those cultural things that you do when you go to New York or you go to London and for so many other cities across the world. The good part is it has been able to withstand and only grow over a period of time.”
Speaking about the market size for live events in India that they are targeting Kapur said, “There are different studies that say different things as with most studies of various sectors in the country. They vary as widely as saying half a billion dollars to $1 billion, that is a pretty wide variation. So I dare say you can take something half way and say maybe $750 million (over Rs.4,500 crore) is the size of the live entertainment market across all live entertainment in the country.”
With regards to the ticket prices for the show he did not unveil any details but said that they had some plans and would unveil it at a later point in time. About brand associations he said, “We will have some partners which will be coming on board which we will announce in due course.”
The network unveiled an elaborate set for the Beauty and the Beast show which even integrated a part of the audience on stage. The costs of production of this show would be as equivalent to doing a medium size film said Kapur. “It is a combination of all the elements involved in the production from the venue, to the sets to the costumes, to the actors, to the training to rehearsals to actual running costs of the show. Then you got marketing costs as well,” he added.
The marketing plan for the show will be focused on Mumbai and Delhi and will target a specific audience. The network is currently working on the marketing plan for the show and did reveal details as the mediums they would be using.