The Concept of a Live Concert Film Was Met With Skepticism

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The original Broadway cast of the musical Once will appear in a live concert film documenting their 2023 revival, according to a press release from the production’s lead producer, Stagecraft Entertainment. The project, titled Once Upon a Time, will premiere on streaming platform LuminaTV in early 2027, with filming taking place at New York’s Broadhurst Theatre during the final two weeks of the run.

The idea for the film was first proposed by the theatre’s artistic staff, who approached the cast in mid-2023 to gauge interest in capturing the production’s final performances. “When the suggestion was made, I looked at them with the same incredulous stare others might have had when told they’d be starring in a film,” said actor James Carter, who played the lead role of the Guy. “But once we saw the vision, it felt like a natural extension of the story we’d been telling on stage.”

Stagecraft Entertainment confirmed the project’s scope, including 12 camera setups positioned throughout the theatre to capture both the cast’s performances and audience reactions. The film will be directed by Emmy Award-winning filmmaker Lena Voss, who previously worked on the concert documentary Broadway Unplugged (2021). Voss stated in a statement that the team aimed to “preserve the raw energy of live theatre while creating a cinematic experience that feels intimate and immersive.”

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The Once revival, which opened in March 2023, marked the first time the musical’s original Broadway cast reunited since its 2012 premiere. The production, which ran for 18 months, drew critical acclaim for its “reinvigorated take on the Irish folk-rock romance” according to The New York Times. The film’s release coincides with the 15th anniversary of the musical’s original Broadway debut, which was nominated for 11 Tony Awards and won eight, including Best Musical.

Cast members confirmed that the concert film will include uncut performances of the show’s signature songs, such as “Falling Slowly” and “The A Team,” as well as behind-the-scenes footage of rehearsals and cast interactions. “There’s a magic in live theatre that doesn’t always translate to film,” said singer Maeve O’Connor, who played the Girl. “But this project feels like a love letter to the people who came to see us night after night.”

The Broadhurst Theatre, which has hosted over 60 productions since its 1924 opening, will close for renovations in December 2026. The concert film’s release has been positioned as a “celebration of the venue’s legacy,” according to a spokesperson for the theatre’s management.

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Industry analysts have noted the film’s potential to boost the musical’s profile among younger audiences. Once, which features a score by Glen Hansard and Markéta Irglová, has seen a resurgence in popularity following the 2023 revival. According to Box Office Mojo, the production grossed over $120 million during its run, with ticket sales increasing by 22% in its final month.

The project also highlights a growing trend of theatrical productions leveraging streaming platforms to reach wider audiences. In 2024, the musical Hamilton released a filmed version of its 2023 Broadway revival, which generated $75 million in revenue within its first week. Stagecraft Entertainment’s CEO, Rachel Kim, stated that Once Upon a Time “represents a new model for preserving live theatre while expanding its accessibility.”

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The film’s production faced logistical challenges, including coordinating with the cast’s schedules and securing the necessary technology for high-quality filming. According to a technical report from the theatre’s engineering team, the project required 48 hours of setup and 12 hours of post-production editing per performance. The team also implemented real-time audio mixing to ensure the film’s soundtrack met cinematic standards.

Cast members described the filming process as “intense but rewarding.” Carter noted that performing for cameras “required a different kind of focus,” while O’Connor emphasized the emotional weight of knowing their work would be preserved indefinitely. “It’s like leaving a piece of yourself on a shelf for others to discover,” she said.

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The concert film’s release has already generated significant buzz among Once fans. A pre-release survey conducted by LuminaTV found that 78% of respondents expressed interest in watching the film, with many citing the original 2012 production as a formative cultural experience. The platform has also announced a companion podcast, Once Conversations, featuring interviews with cast members and creative team members.

For the original Broadway cast, the project represents a rare opportunity to revisit their work. “We’ve all moved on to other projects, but this feels like a way to say thank you to the people who supported us,” said Carter. “It’s not just a film—it’s a moment in time.”

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The film’s distribution strategy includes a limited theatrical run in select cities before its streaming debut. LuminaTV has not disclosed the exact release date, but a spokesperson indicated that the team aims to “maximize the impact of the story while respecting the integrity of the original production.”

As the theatre industry continues to navigate the challenges of post-pandemic recovery, projects like Once Upon a Time underscore the enduring appeal of live performance. For audiences, the film offers a chance to experience the magic of Broadway from anywhere in the world—a testament to the evolving relationship between stage and screen.