I Love MUSICALS Promotes New Campaign to Build a Community of Musical Theatre Lovers in Toronto

Musicals get a bad rap. Although they are by far the most popular of all theatrical genres, many people still look down on the musical form as the illegitimate offspring of drama, comedy, opera and operetta. How often have we heard some seemingly sophisticated theatregoer say, "I just don't like musicals -- they are trite and silly and then characters break into song," as if that were a bad thing?

Contrary to some people's understanding, musicals can be just as serious, complex and rich as the most respected of dramatic texts.

It's time for lovers of musical to take back the form and declare, loudly and proudly, "I LOVE MUSICALS!"

That's why we are launching the I <3 MUSICALS campaign, just as all four Mirvish theatres will be hosting musicals.

At the Princess of Wales Theatre, LES MISERABLES continues its acclaimed run until February 2, 2014.

At the Ed Mirvish Theatre, Disney's ALADDIN continues its pre-Broadway engagement until January 5, 2014.

At the Royal Alexandra Theatre, the touring production of the Tony Award-winning best musical ONCE plays November 26 to January 5, 2014.

And, last but not least, at the Panasonic Theatre, the runaway hit of the Toronto Fringe, THE MUSICAL OF MUSICALS, THE MUSICAL! plays December 18 to January 5, 2014.

And, outside of the Mirvish theatres, there are currently lots of other musicals in Toronto to enjoy.

At the Randolph Theatre (formerly the Bathurst Street Theatre), EVIL DEAD, THE MUSICAL plays until January 5, 2014.

At Young People's Theatre, ANNIE plays until December 29.

At the Elgin Theatre, Ross Petty's newest family musical, THE LITTLE MERMAID, plays November 22 to January 4, 2014.

The I <3 MUSICALS campaign has a mission of building a community of Toronto theatregoers who should never have to apologize for their love of musicals.

From November 19 to January 5, 2014, the campaign will:

- Launch a website -- www.iheartmusicals.com -- where musical lovers will be able to upload videos of themselves singing their favourite show tunes, share information and meet other likeminded people.

- Distribute over 100,000 buttons (both real and web virtual) with the logo I <3 MUSICALS. Wear the physical button on your clothing and/or place the virtual button on your Facebook page or any other social media platform, and you could win tickets to any or all of our musicals.

- Organize a film festival of movie musicals at the Carlton and Elgin Mills cinemas (see schedule below).

- Produce the ultimate show-tune karaoke contest at the Gladstone Hotel on Monday, December 2.

- Win prizes, including tickets to Mirvish musicals, a library of original cast recordings from Sony Music, stays at the Sheraton Centre Toronto and the Westin Harbour Castle, and much more.

But first, each musical lover will have to take the I <3 MUSICALS Oath (in homage to the Siegfried Oath from THE PRODUCERS): "I solemnly swear to never, never, never dishonour the spirit of musical theatre. I will never hide or deny my love of musicals. I will make sure everyone knows that I love musicals."

I <3 MUSICALS Ultimate Show-Tune Karaoke • Monday, December 2 - 8 PM, Gladstone Hotel, 1214 Queen Street West • FREE admission.

Join members of the casts of every musical playing in Toronto, including LES MISERABLES, ALADDIN, ONCE and THE MUSICAL OF MUSICALS, THE MUSICAL.

Compete by singing your favourite show tune, play musical trivia and win amazing prizes. You'll have the time of your life. (Quick, which musical is that lyric from?)

Plus, you can stay for the night in one of the Gladstone's Classic artist-designed rooms (valid December 2, 2013 only, based on availability) for a special rate of $149+tax. For hotel bookings, call the Gladstone at 416.531.4635 or reservations@gladstonehotel.com and book online at www.gladstonehotel.com/rooms, with promo code MUSIC.

I <3 MUSICALS Movie Musical Mini-Festival • Saturday, December 7 & Sunday, December 8 • FREE admission

The five musicals chosen are all classics and represent the work of the five composers featured in THE MUSICAL OF MUSICALS, THE MUSICAL!

Carlton Cinema, 20 Carlton Street (just east of Yonge)

Saturday, Dec. 7: CABARET (1972 - John Kander & Fred Ebb) - 2 & 7 pm • SWEENEY TODD (2007 - Stephen Sondheim) - 4 & 9 pm

Sunday: Dec. 8: HELLO, DOLLY! (1969 - Jerry Herman) - 2 & 7 pm

Rainbow Elgin Mills Cinema, 10909 Yonge St (at Elgin Mills Road)

Saturday: Dec. 7: THE SOUND OF MUSIC (1965 - Richard Rogers & Oscar Hammerstein) - 2 & 7 pm

Sunday, Dec. 8: JESUS CHRIST SUPERSTAR (1973 - Andrew Lloyd Webber & Tim Rice) - 2 & 7 pm

Movie info at: 416-494-9371 RainbowCinemas.ca

FREE admission, but a donation of $5 (or more) will be gratefully accepted on behalf of The Canadian Red Cross to help victims of the typhoon in the Philippines.

To post a comment, you must register and login.