The Show Must Go On Sale!

#11 - Gateway To Broadway — with Lauren Fitzgerald

Fri, 22 May 2026 21:20:00 -0000

Without young theater fans today, there is no Broadway tomorrow! Lauren Fitzgerald, the VP of marketing at New 42 and the New Victory Theater, talks about how she manages to convince children to sit in the dark and listen to a story... and why it sets the stage for a lifetime of theatergoing.

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#10 - How to keep surprising Broadway — and how to keep Broadway surprising — with Kevin McCollum

Fri, 27 Mar 2026 16:33:00 -0000

From living on Avenue Q to (not) paying Rent in the East Village to hanging out In The Heights, Kevin McCollum has produced as many Broadway hits as New York has neighborhoods. Kevin sits down with SpotCo co-founder Tom Greenwald to discuss the difference in marketing an original show versus a jukebox show, what it’s like to watch a hit come out of nowhere, and why Tony loser Something Rotten is in some very impressive company.

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#9 - Working your way up the showbiz ladder, with Sammy Lopez

Fri, 06 Mar 2026 08:00:00 -0000

Ad guy, digital marketer, co-producer, producer -- Sammy Lopez has done it all on Broadway, pretty much. Sammy sits down with SpotCo co-founder Tom Greenwald to discuss his theatrical journey, the marketing lessons he's learned along the way, and the exciting new projects he's got coming up.

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#8 - TAKING CHANCES with Eva Price

Fri, 13 Feb 2026 18:21:00 -0000

There’s no marketing challenge too big, plot too timely, or artists too iconic for an Eva Price project. This week she sits down with SpotCo Co-Founder Tom Greenwald to talk messaging Jukebox musicals (Tina, & Juliet, Jagged Little Pill), shows reimagined for modern audiences (Oklahoma!), and taking chances (Liberation, Titanique).

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#7 - Casting (And Recasting) a Wide Net: Keeping the Show Fresh with Tom Kirdahy

Fri, 30 Jan 2026 08:00:00 -0000

He’s produced some of New York's biggest hit musicals including JUST IN TIME, HADESTOWN, and LITTLE SHOP OF HORRORS, powerful plays like THE INHERITANCE and THE PIANO LESSON, and movies including 2025’s KISS OF THE SPIDERWOMAN.

Now, he’s unpacking his talent first approach with The Show Must Go On Sale host Tom Greenwald. A tale of two Toms, hear all about keeping casting playful, producing stories that need to be heard, and even a tease of what’s on deck for Kirdahy.

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#6 - Planning for Success, Selling Something Original, and Shows That Have PURPOSE with Rashad V. Chambers

Fri, 16 Jan 2026 08:00:00 -0000

Producer, Executive Director, Lawyer, and now podcast guest! For the past decade, Rashad V. Chambers has been producing new and exciting works on stage. Now he sits down with SpotCo Co-Founder Tom Greenwald to talk about his hit Broadway runs with FAT HAM, TOPDOG/UNDERDOG, and last seasons PURPOSE, his leadership with New York City’s Gay Men’s Choir, and more.

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#5 - Making a Star, Being Meaningful but Still Entertaining, and Causing Controversy with Rachel Sussman

Fri, 19 Dec 2025 08:00:00 -0000

One of the new guard Broadway Producers, Rachel Sussman is championing shows that challenge audiences. Her roster includes political hits “What The Constitution Means To Me,” “Suffs,” and this season's “Liberation,” shows that break the form, including “The Woodsman” and “Just For Us,” and now The Show Must Go On Sale Podcast. Together with SpotCo co-founder Tom Greenwald, they unpack the rise of star-driven shows, trusting the audience, and the evolving climate on Broadway.

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#4 - The IP race, selling a star, and how to be a smash hit with Bob Greenblatt

Fri, 05 Dec 2025 08:00:00 -0000

TV Executive, Theater Producer, and now The Show Must Go On Sale special guest Bob Greenblatt helped bring shows like “The Drowsy Chaperone,” “9 to 5,’ and the new revival of ”Ragtime” to the Broadway stage. Now, he sits down to talk with Tom Greenwald about bringing IP and stars to the stage, what word of mouth means, and how to market a “Smash.”

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#3 - SpotCo origins, the kiss of death, and the emotional promise with Drew Hodges

Fri, 21 Nov 2025 08:00:00 -0000

Before there was SpotCo, Drew Hodges had Spot Design. Over the course of more than three decades, Drew has been at the center of theater staples like Rent, Chicago, and Hamilton. Now, he and SpotCo co-founder Tom Greenwald sit down to talk reinventing Broadway artwork, the power of word of mouth, Drews big wish for Broadway marketing.

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#2 - Puppet elections, keeping RENT hot, and designing HAMILTON with Jeffrey Seller

Fri, 07 Nov 2025 08:00:00 -0000

Professional “Theater Kid” Jeffrey Seller has produced some of the biggest hits on Broadway from “In The Heights,” “Rent,” “Hamilton,” “Avenue Q,” and more. Now he sit’s down with host Tom Greenwald to talk keeping a show hot, Tony campaigns, and finding the art that speak for a show.

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#1 - French Sex Farces, Critiquing Critics, and Merrily We Roll Along with Sonia Friedman

Fri, 24 Oct 2025 07:00:00 -0000

The New York Times heralds her as “the most powerful producer working in theater.” Vogue dubbed her one of the 25 most influential women working today in 2025. SpotCo knows her as the woman who gave notes on the creative of this podcast before she signed off. Sonia Friedman (Merrily We Roll Along, The Ferryman, Dead Outlaw) sits down with host Tom Greenwald to talk the highs and lows of selling theater, magic moments that can’t be replicated, and the best moments from their decades of collaboration.

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Introducing: The Show Must Go On Sale!

Thu, 23 Oct 2025 15:21:00 -0000

More than two decades ago, Tom Greenwald Co-Founded SpotCo, one of the leading Broadway advertising and marketing agencies, and kicked off a decades long career in theater marketing. Today, he’s taking you behind the curtain in the “The Show Must Go On Sale.” Featuring past collaborators, producers, marketers, and friends, hear first hand what it takes to sell a show. In a world where word of mouth is king and queen, marketing is the court jester. Prepare to be entertained.

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