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hotfile
Musical: properties
da palcoscenico
Il musical: un modo certo per creare brand awareness regalando emozioni ai piccoli fan.
Non si può premeditare più di tanto di mettere in agenda un programma di licenze legato
a questo tipo d’intrattenimento, ma una volta sotto le luci della ribalta, i risultati arrivano!
Il genere teatrale del
musical affonda le sue
radici in America e, in
Europa, ha trovato la
sua consacrazione a Londra: a chi,
infatti, non vengono in mente subito
le mille luci di Broadway a New York,
i titoli classici come West Side Story
(anni ‘50) o i successi di Andrew
Lloyd Webber (Jesus Christ Super
Star, Cats ecc. degli anni ’70 e ‘80)?
L’Italia ha sempre avuto
interesse per questo genere di
intrattenimento, ma, a causa
delle inadeguate strutture e degli
inesistenti investimenti privati, i
musical “transitano” sempre per un
breve periodo (al contrario degli altri
paesi, dove uno spettacolo viene
ripetuto per anni). Unica eccezione,
forse, il Rocky Horror Picture Show
al cinema Mexico di Milano… (nella
versione metà musical - metà film,
però).
Un’altra discrepanza del nostro
paese riguarda l’esponenziale
Musical: stage properties
Musicals are a sure hit with young fans and a great
vehicle for brand awareness. They might not be part
of the standard licensing kit, but hitting the footlights
makes headlines
The roots of theatre musicals lie in America and in
Europe, where London reigns supreme. The word
“musical” immediately conjures the lights of Broadway
in New York, with its classics like West Side
Story from the fifties or the British successes of Andrew
Lloyd Webber with Jesus Christ Super Star, Cats
et al in the seventies and eighties.
Italy has always had a soft spot for the genre, but without
suitable infrastructure or private investments
musicals have always tended to make a mere fleeting
bow in the Bel Paese, unlike other countries where
they run happily for years on end. Despite this Daniele
Luppino has always been convinced that the sector
was a winner and back in 1994 founded M.A.S. – Music
Arts & Show, a school for young talents in the field
of entertainment. Over the years the school achieved
international recognition, and Luppino decided to
expand into production. In 2004 he hit on a market
segment ripe for development, the family show, and
founded Poltronissima, a company to handle all the
different sectors of the show business. Because he
had decided to concentrate on a precise target where
children were key, the world of licensing was the next
logical step. Kazachok interviewed him to discover
what happened.
Kazachok: How are musicals doing today?
Daniele Luppino: «In Europe the market is still flourishing,
it’s not what it was 15 years ago, but it has
managed to be fairly resilient in the crisis. In Italy it’s
doing well, although we always have to bear in mind
that the culture of entertainment is different here. As
far as quality products go the public is still enthusia-
42 Kazachok Licensing Mag’
gennaio - marzo 12