RTÉ executives were warned musicals are 'notoriously difficult', documents show

The 'Toy Show: the Musical' plans had been beset with problems including cancellations and low ticket sales. Picture: Andres Poveda

RTÉ chiefs were warned that musicals are "notoriously difficult" but planned to use "young stars", new documents related to the flop Toy Show: the Musical reveal.

Director general of the embattled broadcaster Kevin Bakhurst sent the Dáil's Public Accounts Committee (PAC) additional material around the ill-fated venture, which had been beset with problems including cancellations due to illness and low ticket sales and had initially been projected to bring in revenue of roughly €4.1m. 

That assumed a sell-out for its entire run of 54 shows, with a total audience of 107,000 at Dublin’s Convention Centre.

In the end, just 27 live shows were held, with ticket sales of 20,262.

The business case for the musical, prepared in part by now-departed director of strategy Rory Coveney, says that The Late Late Toy Show is the "ultimate, annual, returnable, fixed-calendar experience event for RTÉ" and is a "TV phenomenon".

However, despite a "ratings boom", the show "leaves a sizeable, untapped, surplus of demand which... is served instead by a myriad of family-centric Christmas events beyond the gates of RTÉ; stage shows, tours and pantomimes which generate premium revenues for other outlets".

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The plan says that it "behoves RTÉ, culturally as well as financially" to "carve out a space in this market and meet the demand of families, school groups and the lucrative Christmas gifts market".

It adds that the proposed Late Late Show-Toy Show Live was to be "a ninety-minute, fully-seated theatrical production with the RTÉ Concert Orchestra and young stars of the Late Late Toy Show" which had a "triple layer" experience — "a carefully curated Toy Show Experience" a "consumer experience" with food and drinks and, the theatrical show. The first of those would be a "built world" with sets used in the Toy Show TV programme.

However, despite what the proposal calls a "proven track record in live events", RTÉ chiefs were told that "musicals are a notoriously difficult endeavour and success in this market is dependent on delivery of a product that exceeds significant expectations".

They were also warned that the Christmas period is "well served with many well-established" events occupying prime calendar date such as pantomimes and Santa experiences. Another concern was that RTÉ’s expertise is "predominantly in broadcast output rather than events" and RTÉ’s dedicated public events team was "small and stretched". 

Other weaknesses identified were significant upfront funding and a lack of staff. Despite this, the document estimated a profit of €704,870 for year one, €1,095,870 for year two and €1,226,028 for year three and would go on to tour.

"This has the potential to become a significant branding and audience engagement tool nationally and touring productions will enhance RTÉ’s presence in all provinces," the plan states.

The report into the genesis of the musical, by consultants Grant Thornton, found that RTÉ’s board did not officially approve the show.

The documents given to the PAC show that former director general Dee Forbes asked colleagues to keep the show confidential ahead of a March 2022 "combo" meeting of the board and executive.