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Producers scramble Broadway week by adding matinees on Thursday; 3 shows become the first

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This theater image released by Sam Rudy Media Relations shows Laura Osnes as Cinderella, right, dancing with Santino Fontana as the Prince, during a performance of "Rodgers + Hammerstein\'s Cinderella on Broadway." Three musicals this week have added Thursday matinees to their eight-show weeks in an attempt to offer more options to audience-goers and stand out from the rest of the pack. The shows making the move are “Rodgers & Hammerstein\'s Cinderella,” “Mamma Mia!” and “The Phantom of the Opera.” (AP Photo/Sam Rudy Media Relations, Carol Rosegg)

NEW YORK, N.Y. – Catching a Wednesday matinee on Broadway is so last year. The hot thing now is Thursday afternoon shows.

Three shows making the move are “Rodgers & Hammerstein’s Cinderella,” ”Mamma Mia!” and “The Phantom of the Opera.” ”Matilda the Musical” may experiment with the idea later this summer.

The step is the latest to scramble the traditional eight-show Broadway week that has seen the addition of shows on normally-dark Monday, earlier curtains on Tuesday night, the scrapping of two shows on Sunday and even nine-performance weeks during holidays.

The West End in London has long had Thursday matinees.

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