The designer behind Broadway’s most famous theater posters of the last 50 years unveils ‘rejected’ designs to raise funds for pandemic relief

16 designs by Frank ‘Fraver’ Verlizzo have become available for purchase as framed posters in a special charity ecommerce store to benefit Broadway Cares/Equity Fights AIDS. The collection includes a previously unseen alternative version of Verlizzo’s iconic design for Disney’s ‘The Lion King’

One year after Broadway’s shutdown, America’s leading theater poster designer, Frank “Fraver” Verlizzo, has partnered with Gelato, the global production platform that enables ecommerce entrepreneurs and creators to sell their designs to customers anywhere in the world, and have them made and delivered where and when they need them. Together they have created a special online charity store - www.broadwayisalive.com - featuring Fraver’s previously unseen, rejected or alternative poster designs for some of Broadway’s and American theater’s most famous shows.

The world is watching

The story of the "unpublished posters" have already made headlines across the world, including the Associated Press, Washington Post, ABC News, The Independent in UK, The Star in Canada and The Times of India.

With all profits benefiting the philanthropic heart of Broadway, Broadway Cares/Equity Fights AIDS, lovers of the stage can purchase high quality framed posters of the designs that nearly were for the first time, as well as learn more about the production of some of the most iconic designs.

Unseen Lion King Poster available for the first time

In a career spanning six decades, Fraver created the posters for Broadway shows including Sweeney Todd: The Demon Barber of Fleet Street (1979), Twentieth Century (2004), Follies (2011), and Misery (2015), but is perhaps best known for his design for the theatrical production of The Lion King (1997).

With the kind permission of Disney, Fraver’s alternative design for The Lion King can now be seen (and purchased) for the first time ever. The design, priced at $399, is available for purchase at www.broadwayisalive.com.

These 16 posters – some of which have never been shown to the public – are included in this collection of "rejected" alternative designs and concept sketches. They feature Fraver’s work on some of Broadway’s most successful and iconic shows including The Lion King. The compilation also features speculative designs for projects which never went beyond the drawing board, such as Into the Woods (1987), Cabaret (2003), Dracula: The Musical (2004) and Matilda (2012).

Empowering entrepreneurs to share their creativity

Using Gelato’s network of more than 100 local production partners across 32 countries, high-quality designs will be printed, framed, and delivered on demand and from the location closest to the end-customer, which helps reduce delivery times, waste and carbon emissions while also supporting local businesses.

Frank ‘Fraver’ Verlizzo comments: “The COVID-19 pandemic has been devastating to individuals, families, and businesses across the globe, and the escapism offered by Broadway has been temporarily ceased. By releasing these prints, I am pulling back the curtain on the design process of capturing some of America’s best-loved productions in a single frame, allowing a never-before-seen glimpse into what makes Broadway special. Millions of Americans wish to see shows returning to the Theater District as soon as possible, and I hope the money raised from this project will contribute towards that outcome.”

Henrik Müller-Hansen, Founder and CEO of Gelato, comments: ”Posters linked to the world of entertainment and performing arts are a cornerstone for many of the ecommerce sellers who use our platform to share their creativity. Theater has the power to stay with you, and in this case Frank takes us into the world of theatre beyond what is happening on stage. To Gelato, this project goes way beyond Broadway. Unlocking the power of our network to support the creative community, in a time when we perhaps need it the most, is an incredibly rewarding manifestation of our mission.

The full designs and more information can be found at www.broadwayisalive.com.