Money in Gay Musicals

TOPICS: Sydney. Australia. Lesbian and gay market. Gay themed musicals. PR campaign for Aussie gay musical hits paydirt. Australian musical based on 1994 film, Priscilla Queen of the Desert has now raked in more cash than the original film made. Joins list of gay-themed musicals making good returns for investors.

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Interesting reports out of Australia this weekend that the stage musical adaptation based on the film Priscilla Queen of the Desert has just passed the $16 million mark in ticket sales, crashing through the break-even point for the musical which cost $6 million to make.

That surpasses the original ticket take of the movie that was a worldwide hit over a decade ago. Even given increases in inflation since that time, the fact that the new Priscilla musical is an all-Aussie production playing in only one theater suggests that there is indeed money in gay themed creative works. And there are implications in that for the advertising, PR and marketing sectors.

Last year I caught Dusty The Musical in Sydney - (what is it about Australia and gay themes in musicals?) - which was a sell-out lesbian themed hit about the life and music of lesbian legend, Dusty Springfield.

It follows hot on the heels of other gay themed musicals including The Boy From Oz, which enjoyed a successful long run on Broadway in the US featuring Hugh Jackman in the lead role playing gay music star Peter Allen from small-town Tenterfield, after an initial successful run in theaters across Australia starring Todd McKenney.

I guess what that ongoing critical and financial market success shows is that whereas once being gay was something people would try to hide, now, in many ways, it has become a part of mainstream life that can be discussed much more openly. By gay, lesbian, transgendered and heterosexual people alike.

And in the case of Priscilla Queen of The Desert, being gay or transexual is something that the lead characters do very openly.

The implications for the PR, advertising and marketing industries are fairly clear - to include affirming images of gay and lesbian people in your PR, advertising or marketing campaigns will not really hurt you in the market place - unless you do a Snickers and get it wrong.

In fact if you manage to get your gay pitch right - it can actually make you a lot of money, across all target markets.

Elton John has reportedly stated that he wants to co-produce the Priscilla musical internationally.

Priscilla Queen of The Desert - The Musical is being tipped to transfer to London's West End when its currently sold out run in Australia ends.
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