Commentary: How the ‘Beetlejuice’ musical beat bad reviews and became a Gen Z hit

When “Beetlejuice” opened on Broadway in 2019, it received numerous negative reviews from major publications. So how did “Beetlejuice” pull off the rarity of coming back from near-death and becoming one of the most popular musical properties among younger theatergoers, an elusive demographic for many new shows? Isabella Esler as Lydia in the musical “Beetlejuice.” Fans of the film might be perplexed by the narrative’s reframing around Lydia, since the role onscreen, played by Winona Ryder, was more of a supporting part with a quirky curiosity about death. “Holy crap … such a bold departure from the original source material!” Beetlejuice shouts of the show’s Lydia focus. Danielle Marie Gonzalez, who plays Miss Argentina, and the cast of the musical “Beetlejuice.” Months after opening on Broadway, “Beetlejuice” found a fandom in a younger generation thanks to a perpetual virality on TikTok, with users reenacting animated lip syncs to the musical’s songs and cast members participating in the platform’s latest trends from backstage.