In New York, the musical has long been king. But given just how many of them are routinely playing, there's a lot of competition for audiences and a show usually needs to have an extra newsworthy feature to sell it ahead of others. 

 Best of all, of course, would be the endorsement of a Tony Award (or nine, as was won by Book of Mormon last year), hence the annual mad scramble that we are now in the mids…
SOURCE: The Stage at 06:33AM on April 4, 2012