What happens when you blend the iconic Spice Girls with the glitz of the West End? The result, as seen with "Viva Forever!", is a theatrical disaster that critics have torn apart with the same ferocity as when fashion pundits first laid eyes on men's leather sandals.
"Viva Forever!" was meant to be a celebration of the Spice Girls' legacy, but it ended up being a critical catastrophe. The musical, which premiered in 2012, was written by Jennifer Saunders and produced by Judy Cramer, the mastermind behind "Mamma Mia!". Despite Saunders' comedic genius, the script was criticized for being lackluster and overly reminiscent of her work on "Absolutely Fabulous"—minus the charm of Joanna Lumley or Saunders' own sharp wit.
Critics were not kind. The show was described as "drudgy" with "iffy backdrops" and a general lack of the pizzazz that the Spice Girls were known for. According to The Guardian, the songs were "murdered either by the set-up or the arrangement." The storyline, which revolved around a group of young women entering an X-Factor-style competition, was seen as a weak attempt to critique reality TV shows. The backstories of the characters were criticized for lacking depth and serving merely as transitions between songs.
Victoria Beckham, known as Posh Spice, seemed to sense the impending disaster. Her sour expression at the opening ceremony spoke volumes. She arrived alone, distancing herself from the rest of the group. Beckham, who has spent years cultivating her image and attempting to step out of her husband David Beckham's shadow, had more at stake than her bandmates. During the finale, she stood apart from the group, while Geri Halliwell, dressed in a Disney princess ball gown, chattered excitedly into the microphone.
The fans, who had high hopes for the musical, were left disappointed. Despite the high-energy finale featuring a medley of Spice Girls songs, the overall production failed to meet expectations. With ticket prices averaging £80, many fans felt shortchanged. The musical was quickly labeled a West End flop, a sentiment echoed by numerous reviews.
"Viva Forever!" closed after just seven months, a stark contrast to the enduring success of "Mamma Mia!" which has been running since 1999. According to The Stage, the show lost an estimated £5 million. The musical's failure was a significant blow to the Spice Girls' brand, which had previously been a powerhouse in both music and merchandising.
"Viva Forever!" serves as a cautionary tale about the perils of translating pop culture phenomena into stage productions. While the Spice Girls' music continues to be celebrated, their foray into the West End will be remembered as a misstep. The musical's failure underscores the importance of strong storytelling and production values, even when dealing with beloved cultural icons.
For more insights into the world of theater and music, check out The Guardian's review and BBC's coverage of the musical's reception.
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