Beetlejuice is back from the dead — again. But a 13-week Broadway run feels less like resurrection and more like crisis management. Limited engagements may create hype, but they also expose the uncomfortable truth: Broadway is leaning on nostalgia and scarcity while avoiding its deeper economic problems.

In 2025, a poster won’t sell your show — a full branding ecosystem will. From the Brooklyn Film Festival’s “Good Screen Time” to Wicked: For Good’s omnichannel push, campaigns prove identity is everything.