Everyone’s favorite precocious kid will be arriving in Chicago next month, and she’s bringing free copies of the book with her.
“Matilda the Musical” will open March 22 at the Oriental Theatre, and as part of a promotion, 250 copies of the 1988 Roald Dahl classic will be left on the CTA on Tuesday, March 1.
The promotion is being orchestrated by Broadway in Chicago and “Books on the L,” an initiative created by Leo Burnett Worldwide for the innovation group Chicago Ideas. The concept is simple: Take a book, read it, leave it for someone else to enjoy. And, if you so choose, snap a picture and share it on social media with the hashtag #BooksOnTheL.
It’ll be anyone’s guess as to where exactly the books will be found, but according to representatives for Broadway in Chicago, they will be on train seats and various platforms throughout the city. Broadway in Chicago previously partnered with Chicago Ideas Week to host events in their theaters, and now they’ll be working together to give “Matilda” a warm welcome.