Is Broadway a brand?

07/3/2006 | NYTimes.com

There's no doubt Broadway has enjoyed boffo box office over the past decade -- attendance is up nearly 27% and grosses have nearly doubled, from $436 million to $862 million. But whether this 10-year run of success is due to the generic "Live Broadway" branding effort, or the appeal of individual shows like "The Lion King" and "Spamalot," is a matter of debate among producers and theater insiders.

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