Tony, Schmony. Bette Midler may have been snubbed by Tony nominators for her one-woman comedy I’ll Eat You Last, but she’s having the last laugh at the box office. According to figures from the Broadway League, ticket sales for the Divine Miss M’s first Broadway show in 30 years jumped 17 percent for the week ending May 5, to $753,217. That’s a record for the relatively tiny Booth Theatre and comes despite the fact that Midler performed only seven shows (most Broadway productions schedule eight performances per week). Her producers took advantage of premium pricing and stellar reviews, but the Tony snub also allowed them to deny Tony voters free tickets before the June 9 ceremony and re-sell those prime seats at full price.
So what’s a Tony nomination worth these days? For the musical revival Pippin and the star-studded comedy Vanya and Sonia and Masha and Spike, the first week since the Tony noms boosted ticket sales by a healthy 10 percent. Pippin, which earned 10 nods (including Best Musical Revival), took in $785,386 for the week ending May 5 — an impressive 85 percent of the potential gross for the Music Box Theatre. Vanya, which earned 6 Tony noms, including Best Play, generated $449,073 at the Golden Theatre — roughly 60 percent of that 804-seat house’s maximum earnings. READ FULL STORY