Broadway recruits Nick Jonas to boost Kids’ Night attendance

ArtsBeat reports: To help increase ticket sales for its annual Kids’ Night on Broadway, New York theater owners and producers have recruited a former Broadway kid himself, pop idol Nick Jonas, as the 2012 spokesman for the five-day program in February.

The 19-year-old Mr. Jonas appeared on Broadway as a boy in Les Misérables, Beauty and the Beast and Annie Get Your Gun before achieving pinup status as a member of the Jonas Brothers band, and on Jan. 24 he will take over the lead role of J. Pierrepont Finch in the Broadway revival of How to Succeed in Business Without Really Trying.

Yesterday, the Broadway League announced that Mr. Jonas would be its official face of Kids’ Night, which runs Feb. 5 to 9 and allows 6-to-18-year-olds to attend Broadway shows free when accompanied by adults who pay for full-price tickets. One aim of Kids’ Night is to fill seats during a traditionally weak month at Broadway box offices, when many families do not make weeknight theater plans because of homework, weather concerns and other factors. Most Broadway shows are participating in the program, the League announced, including hits like Wicked and The Lion King (as well as How to Succeed).

For a program aimed at kids – all are invited to a party with Mr. Jonas on Feb. 7 – Kids’ Night has had few representatives who appealed chiefly to its target audience. Recent ambassadors included Kelly Ripa, Rosie O’Donnell, Julie Andrews and John Lithgow.

For his part, Mr. Jonas will follow two other popular young actors in the role of Finch: Darren Criss (Glee) will play the role for three weeks in January, filling in after the production’s original star, Daniel Radcliffe of the Harry Potter movies, departs on New Year’s Day.

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