Broadway has never been shy about casting famous faces, but “Chicago” has turned celebrity casting into a strategy. As the longest-running American musical in Broadway history, “Chicago” has rotated well-known names through the role of Roxie Hart for years, with stars like Pamela Anderson and Brooke Shields both taking the stage in the past. Most recently though, there have been two reality television personalities turned social media stars that have highlighted just how well this strategy works.
Whitney Leavitt, an original cast member of “The Secret Lives of Mormon Wives” and a “Dancing with the Stars” semifinalist, joined “Chicago” with more than 4 million social media followers. She had a six week run of the show, beginning Feb. 2, being extended all the way to April 5, due to what producers called an unprecedented demand, also setting the show’s all-time gross record, in its 29-year history. Reece Weaver, a former Dallas Cowboys Cheerleader from Netflix’s “American Sweethearts,” followed, debuting on Sept. 7. Her run was set to end Oct. 18, but also had been extended to run though Nov. 15.
This strategy works because both the actresses and the show gain something from each other. “Chicago” receives a built-in audience that already follows each of the star’s every post, and will continue to show up, buying tickets to do so. The influencer on the other hand gains more credibility beyond their social platforms and is able to build a new chapter of their personal brand. One that is more reputable and can open more doors to the world of acting and performing. In essence, fans of the influence discover the show, and theatregoers discover the influencer.
The partnership also creates news on its own. During her final performance, Leavitt announced her departure from “Mormon Wives” after five seasons. This turned a moment on stage into a headline. Each extension also gives the show a new headline to circulate, and Leavitt’s return to Broadway on Dec. 1 in “Just in Time” keeps her story in show business going well beyond “Chicago.” Ticket sales and gross earnings are also a solid indicator of the strategic success “Chicago” is having, which is exactly what clients want to see in PR.
Together, these casting choices display how influencer partnerships can be used as a tool for storytelling, as well as building a personal brand. “Chicago” invites audiences in through a personality they already know, showing that sometimes the smartest move is putting the spotlight on someone who already has one.
Lana Peters is a communication studies major and can be found on LinkedIn here