[insert pun on "heights" here]

Well that's the thing, isn't it…

Given that this is a revival, not a brand new musical: Do you, in the shallow space of a banner, use a distinctive typeface/wordmark that will attract the eyes of those who know and love the show? Or do you go for something quite different that might not help viewers to make that connection in the split second, if that, which they devote to the banner?

As you suggest, the typography on the film poster, for better or worse, has established itself as a kind of "logo" for the show. It's an instantly recognisable aspect of the West Side Story "brand". If you presented the words "Romeo and Juliet" with the same type treatment you could guarantee that a huge number of viewers would make a subconscious (or conscious!) association with WSS. And what company or "product" is going to reject such a powerful visual reference. Especially if you want to capitalise on the principle of "going from the known to the unknown".

I guess the argument that could be taken here is that the type treatment could have referenced the film's wordmark in some way while changing it just enough to suggest a fresh or "culturally relevant" approach for the revival.

On the other hand, as you seem to imply (albeit negatively), perhaps the banner is honest. Perhaps the show will be a loving revival in which you can draw all the parallels with contemporary life that you want while experiencing a drama that happens to be set in the past.

What would I rather see? I'm easy. A production "for 2009" is great. As long as it's done well and as long as any "updating" isn't cringe-makingly gratuitous or forced. But if the updating is going to be awful (and too often such things are), I'd think rather see that loving revival.

No, you're right: the accepted West Side Story font got my attention in a short time, so sticking with what people know "worked", in its way. I also think an ambiguous campaign - a la the Godspell "Prepare Ye" posters - would have gotten my attention, though. (And, again, that show didn't open, so perhaps that's not the best approach!) "Something's coming...February 2009...broadwaywestsidestory.com" is an obvious one. Incidentally, they could have jazzed (hands) up that URL: www.somethingscoming.com is available. Thanks for commenting! -AA