Todrick Hall Bets on Viral Buzz for Off-Broadway's Midnight
Todrick Hall’s musical Midnight has extended at the Daryl Roth Theatre through January 3, 2027. Hall wrote, directs, choreographs and stars in the production, which uses a word-of-mouth marketing strategy; Jeremy Beloate, Charlotte Odusanya and Ayana George also appear.
Hall’s Midnight will remain at the Daryl Roth Theatre through January 3, 2027, with Hall credited as author, director, choreographer and lead performer. The production’s promotion relies heavily on audience sharing and online conversation rather than a conventional campaign.
The sung-through musical grew from Hall’s pandemic-era writing and draws on his affection for shows such as Aida, Hamilton, Les Miz, Rent and Hairspray. Jeremy Beloate, Charlotte Odusanya and Ayana George are among the cast, and Hall cites a Michelle Visage social-media message as encouragement to create during a period of social unrest.
Midnight’s viral-first approach could influence how smaller theater productions reach audiences, especially younger viewers who discover work through social platforms. Its extension may affect cast, crew, local theatergoers and nearby businesses through added performances. Because Hall’s show blends personal storytelling with references to widely loved musicals, it may draw both Broadway regulars and newcomers, though its long-term cultural reach remains uncertain.