Pitch takes on an air of lethargy

“SOMETIMES you can tell just by the title that a show is going to be amazing. This is not one of those times.�

Well, how else would you market a new, faux-1920s musical called “The Drowsy Chaperone�?

When it was announced in February that “The Drowsy Chaperone� -- which had its U.S. premiere at the Ahmanson Theatre last year -- was going to Broadway, one of the producers, Kevin McCollum, said the creative team was already brainstorming how to sell a show with such an oddball title, especially one without the brand recognition of a name derived from source material, such as “The Producers� or “Monty Python’s Spamalot.�

They came up with the slogan above, now appearing in display ads and on New York billboards in advance of “Drowsy Chaperone’s� May 1 opening at the Marquis Theatre. Other catchphrases: “This is a word-of-mouth show. Your mouth has been selected� and “It’s like drinking champagne from a tap shoe, if you’re into that sort of thing.� And, says McCollum, “we have one that’s a little more provocative: ‘If Noel Coward and Rex Harrison had had sex -- and don’t think Noel didn’t try -- this would be their bastard child.�

Says McCollum: “I’m all about trying to say, ‘Look, we’re all smart people, we’re having fun with the show, and shouldn’t entertainment be fun?’ Another line we’re using is: ‘In real life, the only people who burst into song are the hopelessly deranged: ‘The Drowsy Chaperone.’ �

Of course, the idea was to sound smart -- not desperate. Some ideas that ended up on the cutting room floor: Taking out a full-page display ad saying: “Isn’t it silly when people take a full page ad to sell their show?� or another display ad that would read: “Please God, let this be a good show.�

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Diane Haithman