Non-theater fans, and possibly even casual theatergoers, may not have been immediately aware that a stage adaptation of the beloved comedy debuted on Broadway in Spring 2019. The show, which is playing now at the Winter Garden Theater, has received generally positive reviews from critics, but even more exciting is the sprawling fandom that's developed around the musical. A quick scroll through the #BeetlejuiceBroadway hashtag on Twitter shows that not only is there discussion around the musical itself, but a true multi-platform, multi-medium fandom has formed: fan art, show-inspired foods, and cover songs litter the internet. The hype is similar to the lasting fan craze surrounding Hamilton, another Broadway favorite. One differentiating form of expression in the Beetlejuice fandom, however, happens to be an unlikely ally: everyone's favorite lipsyncing app, TikTok.
