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Times Square

The Broadway League releases 'This Is Broadway' reopening campaign, including a film narrated by Oprah Winfrey

The campaign also includes a three-day outdoor festival and a ticket sweepstakes.

Gillian Russo
Gillian Russo

The Broadway League has launched a new campaign titled This Is Broadway to celebrate the reopening of Broadway shows after an 18-month shutdown and welcome theatregoers back. Many Broadway theatres will be opening this month — find shows opening in September here.

The campaign began August 30 with a lighting of the Empire State Building and the release of a This Is Broadway short film. The video features a voiceover by Oprah Winfrey and appearances by Broadway talent including Bruce Springsteen, whose self-titled show was the first to reopen on Broadway since the shutdown; Hugh Jackman, Lin-Manuel Miranda, Sara Bareilles, Billy Porter, Angela Lansbury, Ethel Merman, James Earl Jones, and Denzel Washington.

The film contains footage from 99 classic and current Broadway shows. It is hosted on the campaign's website, which also contains information about safety protocols at shows and updates on shows' reopenings. 

Another element of the campaign is the Win All of Broadway contest, running from September 1 to October 15. One winner will earn four tickets to each of the 37 Broadway shows playing during the 2021-2022 season.

Finally, the campaign includes the free Curtain Up! festival in Times Square from September 17 to 19. Each day, there will be interactive experiences, concerts and performances, and panels leading up to a large concert at the end of the festival in celebration of the Broadway industry and shows' return.

Photo by Andreas M on Unsplash

Originally published on