Broadway is facing a significant downturn, with 15 of its 41 major theaters currently dark. In an effort to revive audience engagement, the August Wilson Theater is now hosting "Paranormal Activity," a new play based on the popular horror movie franchise.
This strategic move reflects a broader trend observed in the film industry, where horror has become a consistent draw for paying audiences, particularly among younger demographics like Gen Z. The immersive experience of watching scary movies in a dark, crowded theater is seen as a key factor in their appeal.
"Paranormal Activity" is not the first foray into horror for the stage. Thrillers like Frederick Knott's "Wait Until Dark" and "Dial M for Murder," along with Ira Levin's "Deathtrap," were once popular on Broadway. However, the genre largely tapered off in the 1980s, with notable misfires like the musical "Carrie." More recent attempts, such as a stage adaptation of "The Exorcist" and an original horror-theater piece called "Grey House," did not make it to New York or were not ready for prime time.
The new "Paranormal Activity" play, produced by Blumhouse's Jason Blum, features a new plot distinct from the films, following a Chicago couple who relocate to London. The original "Paranormal Activity" film, made on a shoestring budget of $15,000, became one of the most profitable movies ever, grossing $194 million. Its innovative marketing, which included midnight screenings on college campuses, contributed to its success.
The Broadway production aims for a similar organic buzz, fueled by word-of-mouth. The initial four preview performances of the play were sold out, a promising start compared to some other recent productions.
Broadway faces challenges similar to the film industry in attracting enthusiastic, younger ticket buyers while maintaining high ticket prices. Whether the allure of horror can effectively fill the empty seats and revitalize the struggling theater district remains to be seen, with critics' reviews expected soon.