Once Upon a One More Time is a jukebox musical featuring the music of pop star Britney Spears. The musical had its world premiere at The Shakespeare Theatre Company in Washington, D.C. in November 2021. Since opening, there has been speculation about whether the musical will embark on a national tour. At this time, an official tour has not been announced. However, given the popularity of both Britney Spears’ music and jukebox musicals in general, it seems likely that a tour could be in the works.
Background on Once Upon a One More Time
Once Upon a One More Time features Spears’ hit songs woven into a new fairy tale story. The musical follows classic fairy tale princesses like Cinderella and Snow White who are transformed after stumbling upon a book of classic feminist literature. The musical has an original book written by Jon Hartmere and is directed and choreographed by Keone and Mari Madrid. In addition to Spears’ music, the show also features a few original songs.
The musical premiered in November 2021 at Shakespeare Theatre Company’s Sidney Harman Hall in Washington, D.C. The run was originally scheduled through January 2022 but was extended by popular demand through the end of February 2022. The production featured set design by Anna Fleischle, costume design by Loren Elstein, lighting design by Sonoyo Nishikawa, sound design by Andrew Keister and projection design by Lucy Mackinnon.
Reviews of the musical were mostly positive, with critics praising the high energy choreography and calling Spears’ music a natural fit for a jukebox musical. The musical is produced by James L. Nederlander and Columbia Live Stage.
Factors suggesting a tour is likely
There are several factors that point to Once Upon a One More Time potentially touring in the future:
Popularity of jukebox musicals
Jukebox musicals that feature the music of popular singers have become very successful on Broadway and in touring productions. Some examples include Mamma Mia! featuring ABBA’s music, Jagged Little Pill featuring Alanis Morissette’s music, and The Cher Show focused on Cher’s career. The built-in fanbase of the music featured gives these shows an advantage. Britney Spears has many devoted fans who would likely flock to see Once Upon a One More Time, just as they did during its D.C. run.
Strong reviews and reception
The positive reviews and reception for Once Upon a One More Time’s premiere run indicate there would likely be interest and demand for the show across North America. The Washington Post called the musical “a raucously joyful experience” while DC Metro Theater Arts said “the atmosphere was electric.” Word-of-mouth from fans who saw the D.C. production could generate excitement for a tour.
Britney Spears renaissance
There has been renewed general interest in Britney Spears and her music in recent years thanks to the #FreeBritney movement and the release of documentaries examining her conservatorship. She also recently released a new song with Elton John. This renaissance for Spears makes the timing ideal for her music to be spotlighted in a touring musical production.
Creative team’s experience
The creative team behind Once Upon a One More Time includes director Keone Madrid who co-created the dance phenomenon ‘Waacking’ and choreographer Mari Madrid who choreographed Spears’ 2018 world tour. Their expertise brings exciting choreography and vision to spotlight Spears’ music. With the original creative team involved, a tour could successfully recreate the D.C. production.
Potential challenges for a tour
While a tour seems likely, there are also some potential challenges that could impact plans:
Uncertainty around COVID-19
The theatre industry is still recovering from the devastating impacts of the COVID-19 pandemic. New virus variants continue to emerge, which could lead to additional surges and disruption. If rising case numbers start impacting ticket sales again, it could influence the timing of launching a major musical tour. However, producers could mitigate risk by planning a tour kickoff for 2024 rather than immediately.
Costs of launching a tour
Mounting a touring production is very expensive between building sets, costumes, rehearsals, and travel and lodging costs for the cast and crew. Producers may need more time to secure the financing required for a national tour, especially as the theatre industry continues to stabilize post-pandemic. However, the built-in Spears fanbase improves the investment prospects.
Scheduling productions
Theatres across North America book their seasons far in advance, so securing dates and venues for a tour takes significant advance planning. It may be challenging to find availability given that so many other tours were postponed due to the pandemic. However, the Nederlander Organization’s network of venues could give Once Upon a One More Time an advantage in scheduling.
Potential actor availability
Since the original cast may be committed to other projects, the producers would need to cast a new company for the tour which adds logistical challenges. However, this is common practice for touring productions. The creative team would need to find performers who can handle the vocal demands of Spears’ hit songs.
Timing for a potential tour
If Once Upon a One More Time does embark on a national tour, the timing would likely be:
Announcement in mid to late 2023
Given the detailed planning required, a tour would need to be announced 6-12 months before opening. This allows enough time for casting, rehearsals, technical design adaptations, etc. If COVID-19 conditions continue to improve, an announcement sometime between mid-2023 and end of 2023 seems reasonable.
Rehearsals start early 2024
With an announcement in late 2023, early 2024 would be the target for starting rehearsals and tour technical preparations. A rehearsal timeline of 4-6 weeks is typical for a pre-existing musical.
Tour launch in Spring 2024
A spring 2024 kickoff allows enough time for rehearsals and logistics while capitalizing on positive tourism seasonality. The tour could start on one of the coasts in major markets like Los Angeles, San Francisco, New York or Washington D.C. before touring nationally.
National tour through 2025
The length of touring routes varies, but a comprehensive national tour of a major musical could run for 6-12 months or longer. This project timeframe for Once Upon a One More Time could have it touring various U.S. and Canadian cities through 2025.
Potential tour venues
Some venues that Once Upon a One More Time could potentially visit on a national tour include:
City | Venue |
---|---|
Los Angeles | Hollywood Pantages Theatre |
Las Vegas | The Smith Center |
San Francisco | Golden Gate Theatre |
Seattle | Paramount Theatre |
Denver | Denver Center for the Performing Arts |
Dallas | Music Hall at Fair Park |
Houston | Hobby Center |
New Orleans | Saenger Theatre |
Chicago | CIBC Theatre |
Detroit | Fisher Theatre |
Washington, D.C. | National Theatre |
Philadelphia | Forrest Theatre |
Boston | Citi Emerson Colonial Theatre |
New York | Neil Simon Theatre |
Toronto | Princess of Wales Theatre |
Comparable tours
Some recent Broadway musical tours that could provide comparison for potential touring scope, scale and success of Once Upon a One More Time include:
Jagged Little Pill
The musical featuring Alanis Morissette’s song catalogue toured nationally after premiering on Broadway in 2019. The tour visited major markets like Los Angeles, Chicago, Toronto and New York over the course of a year.
Ain’t Too Proud
This musical about The Temptations toured for almost two years starting in 2021, visiting cities like Los Angeles, Washington D.C., Nashville, Chicago and New York.
Beautiful: The Carole King Musical
This jukebox musical toured from 2014-2020 all across North America and into Japan. The multi-year tour tapped into Carole King’s fanbase attracted by her hit songs.
Summer: The Donna Summer Musical
After premiering on Broadway in 2018, this disco-centered musical toured for almost a year before the pandemic temporarily halted productions in March 2020.
Conclusion
While an official tour for Once Upon a One More Time has not yet been confirmed, the success of its initial D.C. run and Britney Spears’ enduring popularity suggest a touring production is very likely. Producers could follow the successful model of other recent Broadway and jukebox musical tours. If COVID-19 conditions continue improving, a tour announcement in 2023 with launch in 2024-2025 seems probable. For Spears fans and theatre lovers alike, the prospect of seeing this musical hit the road is certainly something to look forward to.