So this is going to be from a completely American perspective, but over the past few years I’ve watched how countries in Europe (mostly France and Germany) market new shows.
Both countries tend to create shows with more pop sounding scores. Germany is more 80s based, and France is more top 40s dance based. (And I’m not saying this is a bad thing at all) In France’s case, they use that to their advantage. Songs from the show are released as singles, and draw audiences to see the full show by making chart-topping songs. It also helps that they cast popular singers, some of which have been on popular singing reality shows. (and like, it works. shows sell out huge venues)
My thing is, Broadway musicals need to find a way to appeal to the mass audience. I get it, the US is big. But besides Hamilton, when have you seen a Broadway musical get mainstream attention? THAT’S how you build a theatre-going audience. They might not be able to get to New York, but it creates a demand for tours and regional productions.
Additionally, each of the European theatre markets make pro-shot DVDs readily available for fans who wish to re-live the experience or who are unable to make it to the venue. (I say venue, as several shows have sold out to arena-sized audiences as opposed to a 900 - 2000 seat theatre space).
