Viva Forever!, the West End musical featuring songs from the Spice Girls, has announced that it will close on June 29, following a run of little more than six months.
The show, which is produced by Judy Craymer with a book by Jennifer Saunders, opened at the Piccadilly Theatre on December 11, following previews from November 27.
Following the success of Craymer’s previous show Mamma Mia!, which is still running in the West End, it had been hoped that Viva Forever! would replicate the model of coupling an existing musical back catalogue with a new book. However, the Spice Girls musical was poorly received by critics and has reportedly struggled at the box office.
Craymer commented: “It is with a heavy heart that we’ve had to make this very difficult decision to post closing notices for this original show which is blessed with one of the most brilliant casts currently on the West End stage. We set out to create a contemporary story that truly reflects our time; to take a satirical look at the underbelly of a TV talent show and the chaos that ensues for a mother, her daughter and their friends, a theatrical event to embrace all generations both on and off the stage.
“Testament to that achievement is the standing ovation at every performance from an audience of families and friends all enjoying a great night out. The show has evolved since we first opened and is now brighter, lighter and funnier, but despite the wonderful audiences and extremely positive feedback we just can’t make it work. I’m so proud of everyone involved in this production. Viva Forever! may be taking it’s leave for now in the West End but the legacy of Spice Girls will never fade.”
A statement issued by The Spice Girls added: “We want to thank the cast and all the fans for their support, and although Viva Forever won’t continue in the West End we are thrilled that the thousands of people who came to the show had as much fun as we did.”