Applause (musical) resulting musical could not contain any dialogue or characters that had been created for the movie but could use the original material that the movie also used. In April 1969, it was announced that Strouse, Adams, and book writer Sidney Michaels were beginning to work on the show, with Lawrence Kasha producing. In July 1969, movie star Lauren Bacall was cast as aging theater star Margo Channing, the role played by Bette Davis in "All About Eve". Bacall greatly identified with the role, explaining, "The Margo Channing of "Applause" and myself were ideally suited. She was approaching middle age. So
Carol Channing uninspired, says columnist Dick Kleiner: The show had first opened on Broadway on January 16, 1964, and by the time the show closed in late December 1970, it had become the longest-running musical in Broadway history, with nearly 3,000 performances. Besides Channing, six other stars played the title role during those seven years: Ginger Rogers, Martha Raye, Betty Grable, Pearl Bailey, Phyllis Diller and Ethel Merman. Al Hirschfeld's illustration of her was printed on the front page of the "Sunday Theatre" section of the "New York Times", which she feels captured the essence of her character: "How did the great