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“When Malcolm Gladwell, a Manhattan-based journalist, turned up last winter to do a monologue at the Lyceum, a West End theatre that has hosted Led Zeppelin and is now home to the Lion King musical, he filled it – twice. Despite bitter November temperatures, long queues formed and the first show had to be delayed by half an hour to squeeze in as many punters as possible. All 4,000 tickets, at up to £25 a head, sold out.”
How the talk became big business.
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