Success of ‘Annie’ May Cue Resurgence for TV Musicals

Given that the entertainment industry operates on the theory that once might be a fluke and twice constitutes a trend, the made-for-TV musical looks destined for a comeback, as buoyant ratings for “Annie” may embolden ABC to turn the form into at least an annual event.

Craig Zadan and Neil Meron--the producing team responsible for “Annie,” “Rodgers and Hammerstein’s Cinderella” and CBS’ revival of “Gypsy” featuring Bette Midler--are seeking to parlay “Annie’s” more than 26 million viewers into a commitment from ABC to kick off each November sweeps with such a project.

Next up would be either “The Music Man” or “Mame,” the latter to be produced in conjunction with Barbra Streisand’s company, although Streisand herself has made no commitment to appear in the movie. Zadan and Meron’s Storyline Entertainment is also negotiating for rights to two other musicals but declined to identify them.

The musical’s success on television is notable, since the genre has largely disappeared from movie theaters with the exception of animated films.

Disney Music President Chris Montan, who doubled as an executive producer on “Annie,” noted that the studio is heavily invested in musicals--including its Broadway productions of “The Lion King” and “Beauty and the Beast”--and has an interest in introducing the classics to a new generation.

There’s even hope the television exposure will grease the wheels on releasing more musicals in theaters. In fact, Montan said there is currently discussion about a theatrical trial run for “Annie” to test those waters.

“It sure plays like crazy in a theater,” Montan said, referring to the raucous response at a premiere screening. “We would love to see if we can’t take it from the TV arena and spread it out.”

Despite the vast audience that greeted “Cinderella” in 1997, networks have nevertheless tread cautiously--in part because of the high costs associated with these productions. Both “Cinderella” and “Annie” were budgeted at around $12.5 million, in excess of three times the price of an average TV movie.

Moreover, the enthusiasm spurred by “Gypsy” in 1993 was dampened two years later by ABC’s lackluster results for a new version of “Bye Bye Birdie,” starring Jason Alexander. Musicals rebounded with CBS’ holiday-themed original “Mrs. Santa Claus,” featuring Angela Lansbury, and exploded thanks to “Cinderella,” starring Brandy and Whitney Houston. The movie delivered more than 34 million viewers--at the time ABC’s biggest Sunday audience in more than a decade.

“We’re really, really happy and excited, because it means we get to do it more,” Zadan said regarding tune-in for “Annie.” “You’re rooting for everyone to succeed, because if anyone fails, you’re in the toilet.”

As it is, a proposed version of “South Pacific” announced with much fanfare last year, starring Glenn Close and Jimmy Smits, has been put on hold indefinitely while ABC seeks a new director. Paris Barclay, an Emmy winner for “NYPD Blue,” was recently forced to drop out because he’s busy producing “City of Angels,” an upcoming CBS series, with Steven Bochco.

ABC is still planning to air “Geppetto,” a musical-comedy retelling of “Pinocchio” featuring Drew Carey and “Seinfeld’s” Julia Louis-Dreyfus, in May.

“We have to be careful about the number of musicals that we do, just to make sure that they remain events, that they remain special,” said Susan Lyne, ABC’s executive vice president in charge of movies and miniseries.

The viability of these projects hinges in part on ABC’s ties to corporate parent Disney, which can seek to recoup its investment through ancillary areas. An “Annie” soundtrack is being marketed through Disney Music and is already selling well. The studio will also release “Annie” on video, having sold over 2 million copies of “Cinderella.”

There are some common bonds between “Annie” and “Cinderella,” both fanciful tales that were updated to feel more contemporary, including colorblind casting. Each also possesses strong appeal among children--a group weaned on animated musicals and thus accustomed to seeing characters burst into song. A breakdown of Nielsen data shows nearly half of all kids under 12 in front of a TV from 7 to 9 p.m. Sunday were watching “Annie.”

“They’re both Cinderella stories,” Meron said. “In essence, they both put on the fancy dress and find love.”