'The Producers': Ronni Mandell

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Not everybody can get away with a musical comedy featuring dancing Nazis. But Mel Brooks can, and when he finally gave in to David Geffen's pleas for a Broadway version of "The Producers," "we were dancing in the office," says Ronni Mandell, national director of sales and marketing at Richard Frankel Productions.

But the show's marketing and press team, including the general management team at Richard Frankel Productions and New York ad agency Serino Coyne, didn't just lollygag around and bask in their expected box-office numbers. "We sat down and planned the same way we do for other shows," says Ms. Mandell, 34, a five-year veteran of Frankel.

One of the show's early marketing partners was American Express Co. Because of "The Producers' " astonishing amount of press coverage-it captured kudos everywhere from The New Yorker to the New York Post-the marketing team isn't currently running any print ads. "We're saving the ad dollars for when we need it," Ms. Mandell says. The team, which also worked on promoting "Smokey Joe's Cafe" and "Stomp," tracks the show's sales very closely-"almost hourly," says Ms. Mandell-and meets every week to discuss possible strategy changes.

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