
Contents
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Introduction Introduction
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Cameron Mackintosh: The Producer Is the Key Cameron Mackintosh: The Producer Is the Key
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Cats: The Key to the Global Market Cats: The Key to the Global Market
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Protecting the Brand Protecting the Brand
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Global Branding: Logos, Marketing, and ‘Event’ Productions Global Branding: Logos, Marketing, and ‘Event’ Productions
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Global Reproduction and Quality Control Global Reproduction and Quality Control
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Restaging, Remounting or Reconceiving? Restaging, Remounting or Reconceiving?
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Cultural Sensitivity and Taste Cultural Sensitivity and Taste
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Translation for Foreign Markets Translation for Foreign Markets
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Theatre Infrastructure Theatre Infrastructure
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Tourism and Ticket Sales Tourism and Ticket Sales
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Conclusion: Setting the Standard Conclusion: Setting the Standard
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Notes Notes
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Bibliography Bibliography
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7 Paving the Way: Cameron Mackintosh and the Development and Impact of the Global Musical
Get accessRichard M. Shannon is the head of Radio (Department of Media, Communications and Cultural Studies) and module leader for the producer pathway of the MA in musical theatre at Goldsmiths, University of London. He set up the Myanmar Group in 2013 and has worked with the National University of Arts and Culture, Yangon. He is a fellow of the Royal Society of Arts and a senior fellow of the Higher Education Academy. Shannon is a published playwright, theatre director and radio drama producer. His play The Lady of Burma premiered at the Old Vic theatre in London in 2006. In 2012 the Dukes Theatre, Lancaster produced his play Sabbat: The Story of the Pendle Witches. He was a founding director of Independent Radio Drama Productions and has produced major series for LBC radio in London and National Public Radio in the United States. Richard is a judge for the British Podcasting Awards and the Audible Audio Production Awards. His theatre work includes productions at the Young Vic Studio, the Bristol Old Vic Studio and the Redgrave Theatre. He has also worked as a producer on major public events, including the royal opening of St. Pancras International.
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Published:23 October 2023
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Abstract
This chapter seeks to establish the significance of Cameron Mackintosh in the development of the global musical; it draws extensively from interviews conducted by the author with key figures. The chapter proposes that Cats was a breakthrough production, setting a template for developing large-scale musicals which could be reproduced globally. It goes on to analyse the elements of this template, including marketing, the importance of the show logo, and developing as well as protecting a brand. Examining in detail the various different types of reproduced shows that Mackintosh oversees and the importance of accurate translation and responding to local conditions, the case is made that Mackintosh has established the importance of an interventionist producer, and that other key global producers such as Disney and Little Star have consciously followed his business methods. The chapter concludes that Mackintosh did set the framework for the proliferation of the global musical; his productions are not simply commodified replications, but rather works designed to ensure that the highest aesthetic standards are maintained, no matter where the show is staged.
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