'High School' aces its exam in marketing

The Disney braintrust long has had an unassailable knack for knowing exactly what its audience wants, and has long had the means to deliver it, whether it's a Mickey Mouse watch or, in this case, a Mickey Mouse musical.

"High School Musical: The Concert" is all about volume and vapors, an enthusiastic, energetic and thoroughly manipulative bit of arena entertainment that's minus, despite the title, any story line whatsoever.

Actually, adults shouldn't be allowed in, but it's adults who have to pony up the cash for the upcoming CDs and DVDs that the show's cast continually flogs throughout the evening. The promise of "High School Musical 2" -- arriving in 2007 on a TV/digital disc/arena near you -- is impetus enough to start saving today.

The Disney made-for-TV film upon which this extravaganza is based was a no-holds-barred success. It had elements of sweetness and romance with a message of "follow your own star and be yourself." And simple songs with hooks that gave it legs and made the soundtrack one of the most popular albums of 2006.

The live show retains most of the ensemble from the film, but deletes star Zac Efron, who is shooting the movie version of "Hairspray" in Canada and couldn't be with us Friday night in Uniondale. Drew Seeley was his able understudy in the lead role of basketball stud Troy Bolton. The five originals who did perform were Ashley Tisdale, Corbin Bleu, Monique Coleman, Vanessa Hudgens and Lucas Grabeel as the emcees. They all had something to sell, and Grabeel essentially acted as the greasy pitchman. His non-stop use of the word "guys" -- he called the performers "guys," the band "guys," the audience "guys," over and over -- makes me suspect he gets a dollar every time he says "guys."

The arena floor percolated with girls, most aged 6 to 12 it seemed, and nary a young man in sight except for dads. For many, it was likely the first exposure to dry-ice stage smoke, pyrotechnics, giant video screens and the bass-heavy thump of rock though massive monitors. You can bet they didn't care that backup tapes were helping along the musical proceedings.

Staging was by an impressive split-level structure connected by a ramp, with the small band in the "mezzanine" and the actors on view either live or via projection.

Because there is no plot, the 90-minute affair is essentially video / live clips of hot-button songs from the film, including "Stick to the Status Quo" and "Get'cha Head in the Game," with an extra dollop of hyper added to the rousing finale, "We're All in This Together."

The most engaging of the players is Hudgens, who got her own showcase spot (one of three that broke up the concert into even smaller fragments). Her infectious giggles and smiles decorate a powerful voice and a delicate sense of presence. We can't pay similar compliments to her sense of fashion; this is, after all, Disney.

 

 
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