Casting Movie Stars Or ‘Celebrities’ In Broadway Shows Doesn’t Improve Box Office, Says Study — But Is The Study Accurate?

The researchers found, based on comparing figures for the original star of a production and the first replacement, that casting a theatre star helps ticket sales but casting a movie star or “celebrity” makes no difference. Howard Sherman, noting that this is “contrary to conventional wisdom and anecdotal evidence,” points out the study’s big flaw: who was put in which category. – The Stage