‘Ain’t Too Proud’ becomes last Broadway musical to close as COVID hits theater business hard

Broadway loses another show.

“Ain’t Too Proud – The Life and Times of the Temptations,” the jukebox musical on the influential vocal group behind “My Girl” and “Ain’t Too Proud to Beg”, will play its final Broadway performance on Sunday January . 16, 2022, at the Imperial Theater.

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Barring further COVID cancellations (a big demand these days), “Ain’t Too Proud” will have played 488 performances and 21 premieres when the cast members bow out. The announcement comes as the theater industry grapples with a wave of COVID closures and cancellations, because a resurgent pandemic threatens its temporary recovery. In recent days, “Jagged Little Pill,” “Thoughts of a Colored Man” and “Waitress” have all announced that they will be ending their runs. Shows such as “Aladdin”, “The Lion King”, “Hamilton” “Harry Potter and the Cursed Child” and “MJ the Musical” were forced to cancel performances after there were groundbreaking cases of COVID in their respective companies. “Ain’t Too Proud” had their own issues with COVID, suspending performance on December 15 due to coronavirus cases. It was difficult to assess the total financial impact of the increase in COVID cases in New York because the Broadway League, the trade association that shares theater ticket sales, no longer breaks out revenue for each show.

Related Video: ‘Ain’t Too Proud’ Director Des McAnuff on Broadway’s Initial Shutdown

The producers of “Ain’t Too Proud’s” said the musical recouped all of its Broadway investment. A national production tour of the show is underway and will visit more than 50 cities across the country. “Ain’t Too Proud” will enter its final three weeks on Broadway and resume its performances on December 28 at the Imperial Theater and Kennedy Center in Washington, DC.

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