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Spice Girls' musical Viva Forever! posts closing notices

Story by Jack Foley

SPICE Girls musical Viva Forever! is to close at the end of June, its producer, Judy Craymer, has confirmed.

In a statement released on Thursday (May 1, 2013), Craymer admitted that the show hadn’t worked out.

“It is with a heavy heart that we’ve had to make this very difficult decision to post closing notices,” she said.

“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.”

The West End musical follows the story of a girl band who pursue stardom on a reality TV series and features some of the Spice Girls greatest hits. It was written by Jennifer Saunders.

But bad initial reviews led to poor ticket sales and the production has been unable to recover. It will now close at London’s Piccadilly Theatre on June 29, 2013.

Craymer, who previously produced hit musical Mamma Mia!, added: “Viva Forever! may be taking its leave for now in the West End, but the legacy of Spice Girls will never fade.”

The Spice Girls themselves have issued a joint statement saying: “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.”

Emma Bunton then issued a separate comment via Twitter, saying: “I am totally gutted that our wonderful show Viva Forever! is coming to an end. Thank you to all our amazing fans for your constant support!”

Cast members, including Anthony Topham and Ben Cura, also took to Twitter to express their disappointment and confirm the news. Topham tweeted: “Cut price Gerrard Butler type who can do a Geordie accent for hire! Viva Forever! given its notice and will close 29 June.”

The decision to close the production after just six months in the West End By means that it has reportedly now made a loss of over £5 million.