The musical opened on Broadway on May 28, 1953 at the Majestic Theatre. Large advance sales guaranteed a considerable run; by the start of November, it had paid back its advance, and closed after 358 performances, paying a small profit to RCA. Thomas Hischak, in his "The Rodgers and Hammerstein Encyclopedia", suggests that business fell off after the advance sales were exhausted "because audiences had come to expect more from a Rodgers and Hammerstein musical". According to Frederick W. Nolan in his book about the duo's works, "despite a $500,000 advance sale, despite a ten-month run (which, for anyone except Rodgers and Hammerstein, would have represented a major success), and despite an eventual profit in excess of $100,000, "Me and Juliet" has to be classed as a failure".