Of course it’s all for the TV cameras and photographers. And the people that serve this hungry mob. PR folk seemed to virtually outnumber actual journalists at the publicity launch for Viva Forever! at the St Pancras Hotel earlier this week; but then big musicals like this are Big Business.
Never mind that the show hasn’t even begun rehearsals yet, or that a cast has not been formally announced; it’s all about the spin. Just as Apple do an annual new product launch, this was all about selling the sizzle — as the video that accompanied the event was mysteriously called more than once by producer Judy Craymer while introducing it.