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