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Title: Cameron Mackintosh and the McDonaldization of musical theatre marketing
Author: Lee, Charles Richard Stuart
ISNI:       0000 0004 2686 7876
Awarding Body: Goldsmiths, University of London
Current Institution: Goldsmiths College (University of London)
Date of Award: 2008
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The emergence of the megamusical format-stage presentations such as Cats, The Phantom of the Opera, The Lion King and Mamma Mia! that have rapidly developed into globalized products- has not only led to a dramatic escalation in production costs but has also, arguably, resulted in the rapid commodification of the genre. A defining feature of this development has been the increasing centrality of marketing within the overall production process. Marketing strategies and techniques displaying features that reflect the basic principles of George Ritzer's McDonaldization theory superficially seem to have become pre-requisites for producers wishing to achieve high levels of product awareness in an increasingly saturated marketplace. This thesis will consider the ways in which the marketing of the genre has developed since the early 1980s, and will assess the degree to which marketing has been infused with McDonaldized principles. This thesis will also consider the effects that this commodified approach has had on the genre itself, and will attempt to demonstrate that substantial increases in production costs, which are a direct result of the corporatisation of the musical theatre industry, have restricted market entry for independent producers and have, as a result, contributed to the increasingly homogenized quality of musical theatre products.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral