Jamie Hendry, the producer of magic/illusion show Impossible at the Noel Coward Theatre, has revealed that the production has recouped its West End costs of £950,000 in just over one month.
It has been several decades since a magic show of this scale has run in the West End, and bumper audiences over the busy summer period have driven the box office to even greater levels than had been anticipated. The London season will come to an end on Saturday 29th August, having played 41 performances.
Hendry said: "Impossible was a hugely high-risk show to produce and I’m delighted for everyone involved that it has proved to be a commercial success story so quickly. It’s always deeply satisfying to produce work that captures the public’s attention and I’m thrilled to have created such an exciting and unique show that has put live magic firmly back into the West End.
"As a young boy I remember being enchanted by magic and it’s been so rewarding to see audiences of all ages leaving full of wonder and amazement. Impossible has managed to very quickly find its place in the crowded market of musicals and plays, and by its nature delivered one of the most spectacular shows you can see on a London stage.
"I am thrilled that we will be announcing plans for our UK and Worldwide tour very shortly and look forward to bringing Impossible back to the capital next year."
Hendry, one of a generation of new producers set up his company in 2008 aged 23. In just eight years he has produced a string of West End hits including Let It Be, Legally Blonde the Musical, Neville’s Island and La Cage aux Folles. The company has several projects in development including the new musical version of The Wind in the Willows with book by Julian Fellowes and music & lyrics by George Stiles and Anthony Drewe. Hendry was named last year in The Stage’s list of the 100 most influential individuals working in theatre and the arts.