Sting’s musical, The Last Ship, will close on Broadway on January 24 after a four-month run, despite appearances from the composer himself to increase ticket sales.
The show’s producers will lose a $15 million investment, even though Sting joined the cast in December hoping to attract audiences to see his love story set against the background of the Newcastle shipyards of his youth.
His appearances led to a brief surge at the box office but failed to save the show‘s future. Sting was slotted to remain with the show - which also stars Jimmy Nail - until January 24.
However, ticket sales for performances after his scheduled departure were believed to be poor, revealed one of the show’s producers, Jeffrey Seller.
According to the New York Times, Seller believed he was wrong to focus marketing strategy on the shipbuilders, which he realised afterwards, “American audiences don’t really relate to.”
He believes he should have spot-lit the young love story at the heart of the musical instead.