It is clear that the productions in the West End and on Broadway of The Merry Widow marked a distinctive new phase in operetta reception. The massive success of The Merry Widow opened up a flourishing market for operettas from Vienna and Berlin. This was confirmed by the huge success of Straus’s The Chocolate Soldier in New York (1909) and London (1910). The Berlin operettas of Jean Gilbert were soon in demand in the West End and on Broadway. Continental European operetta entered a marketplace dominated by musical comedy. The first major blow to the operetta market, especially in the UK, was the outbreak of the First World War. After the war, many creators of operetta were eager to escape to the comfort of historical romances. In the first three decades of the twentieth century, many people were prepared to pay for operetta, and an assortment of theatres and ticket prices enabled a broad social mixture to do so. In addition to critical-aesthetic reception, theatrical productions were open to moral concerns. The chapter ends with reflections on the reasons for the decline in productions on Broadway and in the West End post-1933.

This chapter investigates the various ways in which operettas were changed as they transferred from one social-cultural context to another. It was never a case of merely translating the German book and lyrics; it was necessary to capture the cultural meanings and emotional nuances that resist direct translation, enabling them to be recognized in a new context. The remapping of a scene onto a locally known place that would conjure up similar associations to those that were culturally familiar to the former audience was part of transcreation. It was an important means of reproducing similar pleasure and understanding. Sometimes a new version departed radically from its German stage version, but the fact that such adaptations usually affected only the scenes and dialogue indicates the lack of any sense of perplexity about musical style. The chapter includes a comparative study of The Merry Widow and the French play of 1861 on which it was based, and the considers the notion of an English language operetta production ‘improving’ on a previous Continental European production.

It was, above all, the romantic melodies and rich harmonic textures of operetta that attracted British and American audiences. The music of operetta occupied a number of positions between popular musical theatre and opera. Dance rhythms formed an important part of the style of every operetta composer. American influence on German operetta had its source in the music-making of African Americans in the period just before the jazz craze of the 1920s. There was delight in mixing musical styles, and it is common to find Austro-German, Hungarian, and American styles in the same piece. While operettas with modern themes were increasingly characterized by syncopated rhythms in the 1920s, those with exotic themes were spiced up with augmented intervals, modal harmony, and ostinato rhythms. Most operetta composers in Vienna and Berlin were happy to have the help of orchestrators. Orchestrators were also on hand for New York productions.

It is clear that the productions in the West End and on Broadway of The Merry Widow marked a distinctive new phase in operetta reception. The massive success of The Merry Widow opened up a flourishing market for operettas from Vienna and Berlin. This was confirmed by the huge success of Straus’s The Chocolate Soldier in New York (1909) and London (1910). The Berlin operettas of Jean Gilbert were soon in demand in the West End and on Broadway. Continental European operetta entered a marketplace dominated by musical comedy. The first major blow to the operetta market, especially in the UK, was the outbreak of the First World War. After the war, many creators of operetta were eager to escape to the comfort of historical romances. In the first three decades of the twentieth century, many people were prepared to pay for operetta, and an assortment of theatres and ticket prices enabled a broad social mixture to do so. In addition to critical-aesthetic reception, theatrical productions were open to moral concerns. The chapter ends with reflections on the reasons for the decline in productions on Broadway and in the West End post-1933.