Tony Award contenders often say it’s an honor to be nominated. For Bright Star, like any struggling nominee, it’s an expensive honor.

Instead of potentially folding after ten slow weeks, Joey Parnes, the lead producer of the original Steve Martin and Edie Brickell musical, is betting on the marketing muscle of its five nominations. The production will borrow money to run at least through the Tonys on June 12, he said, as well as to advertise the nominations and stage a number on the CBS telecast. The last expense typically runs in the six figures.

“It’s not a secret that we’ve been having less-than-robust grosses,” Parnes said earlier in the week. “To say we’re an underdog is an understatement.”

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