‘Boop! The Musical’ to Close on Broadway, Marking Fourth Post-Tony Exit in Two Weeks

Boop! The Musical has announced it will end its Broadway run on 13 July, becoming the fourth production in just over a fortnight to post a closing notice following an awards season that delivered few boosts for box-office laggards.

A Short-Lived Run

By its final curtain, the Betty Boop–inspired show will have logged 25 previews and 112 regular performances at the Marquis Theatre. Despite praise for breakout star Jasmine Amy Rogers, who earned a Tony nomination for her turn as the iconic flapper, the larger-than-life production never shook off middling reviews or its steep weekly overhead.

Financial Headwinds

• Capitalization: up to US $26 million, one of the season’s priciest new musicals

• Recent gross: US $602,017 (week ending 22 June)

• Capacity: 81 % — respectable, but below the level needed to recoup

High running costs and a soft post-Tony bounce proved an untenable combination, producers said in a statement. The production joins Smash, Real Women Have Curves, and Dead Outlaw on the growing list of shows shuttering after missing out on major awards-night wins.

Awards Impact

The Tony Awards remain Broadway’s most potent marketing engine, often driving a summer surge in tourist sales. Boop!secured nominations for lead actress, choreography, and costume design but was shut out of wins, a crucial factor in premium-ticket momentum. Even acclaimed revival Cabaret at the Kit Kat Club, which opened last season and collected statuettes, recently announced plans to dim its lights after 14 months amid slowing advance sales.

Critical Reception

Reviews highlighted director-choreographer Jerry Mitchell’s high-energy dance sequences and David Rockwell’s Art Deco-meets-neon set design. Yet some critics found the girl-power plot thin and likened the musical to an extended theme-park spectacle. Strong merchandising potential, from flapper headbands to glittering “Boop-Oop-a-Doop” mugs, could not offset the need for sustained ticket revenue.

A Broader Pullback

Industry analysts note that 2024-25 saw one of Broadway’s most crowded slates of new musicals in a decade, inflating marketing budgets and dividing tourist attention. Rising production costs and macroeconomic jitters have made post-Tony attrition sharper than usual, especially for shows without blockbuster intellectual property or top-tier awards recognition.

What’s Next

Producers of Boop! are eyeing a national tour and international licensing as potential second acts for the family-friendly title. Meanwhile, Broadway’s summer schedule is set for further reshuffling, with theatres opening up for fall entries such as The Great Gatsby musical and a long-gestating Michael Jackson sequel show.

Ticket holders for Boop! can receive refunds or exchanges at their point of purchase for performances after 13 July. The box office remains open through closing night for fans keen to catch Betty’s Broadway bow before she Oop-a-Doops off the Great White Way.