“Ain’t Too Proud” announced its last show will be held on January 16.
Ain’t Too Proud, a musical about the Temptations, announced Tuesday it would close for good, becoming the fourth Broadway production in roughly a week to shutter permanently amid the Covid-19 wave—and a possible warning sign of what could come to other forms of in-person entertainment. The Broadway closures leave the fates of movies and concerts up in the air. The newly-released W est Side Story, which was expected to be a blockbuster film, only earned $10.5 million in its debut. Some have theorized that’s because older audiences, who tend to favor musicals, have not returned to movie theaters, Variety reported, and rising Covid-19 cases makes the vulnerable demographic less likely to do so.
