COVID-19 has brought the American theatre industry to its knees, with Broadway cancelling all shows until May 30, 2021 - an unprecedented move - due to the ongoing global pandemic.
The closure is a source of sadness for the 14 million theatre fans who make their way to Broadway’s 41 professional theatres every year. However, for the professionals who make their living from putting on these shows, the loss of income and a safe place to work is a serious concern.
The Broadway Cares/Equity Fights AIDS, the philanthropic heart of Broadway, helps ensure essential support to the organizations helping those in need facing HIV/AIDS, COVID-19 and other life-threatening illnesses across the country. Donations to Broadway Cares provide groceries and medication, health care and hope for those struggling during the pandemic.
To help support this fund, world-renowned US theatre poster designer, Frank "Fraver" Verlizzo, is making previously unseen Broadway posters available for sale for the first time. Frank is one of the most renowned theatre poster designers of the modern era and has been working on some of the biggest Broadway shows of the last 50 years.
These 16 posters – some of which have never been shown to the public – are included in this collection of "rejected" alternative designs and concept sketches. They feature Fraver’s work on some of Broadway’s most successful and iconic shows including The Lion King. The compilation also features rare posters in which his work was not the final design chosen: Into the Woods, Matilda, and Cabaret, among others.
Gelato, the global production and distribution platform, is partnering directly with Verlizzo and Broadway Cares/Equity Fights AIDS to ensure that high-quality prints of these unearthed posters are available to theatre-lovers across the globe. Read more about Gelato here.