Major Broadway shows -- at least the ones that manage to run for years -- typically establish their legs because they know a thing or two about marketing. Count "Billy Elliot, the Musical" as one of those that is using every marketing weapon at its disposal to ensure the show based on the popular movie about a young English boy who becomes a ballet dancer enjoys a long run on Broadway, and now in Chicago at the Ford Center for the Performing Arts/Oriental Theatre, where it opened an extended run in April.

Just as the Chicago Blackhawks were clinching victory in the Stanley Cup finals Wednesday night, the "Billy Elliot" cast was about to gather on stage for their curtain calls at the end of the show. Aware that it was an historic night for the Hawks, the show's young star Tommy Batchelor, who was playing the central part of Billy that evening, quickly donned a Blackhawks cap for his final curtain call. We weren't in attendance, but we suspect the show of support for the Hawks by the "Billy Elliot" star was well-received.

And the musical's PR team made sure the musical was ready to applaud the Hawks and further demonstrate their support for the team via some publicity photos that were ready to go out bright and early Thursday morning.

Yes, this is how you market a big Broadway show nowadays and endear it to whatever market it is playing.