The creative economy has gained more space in the global context in recent years. The market for musical theater also grew, and such movement reached the developing countries, including Brazil. The Carioca and São Paulo stages have received more than 100 productions of different genres since 2010. In this scenario, this study investigates the opportunities in the music theater market of Rio de Janeiro, focusing on the generations X and Y. To this end, it researches concepts of the musical theatre history, creative economy and experience marketing allied with qualitative interviews. As main findings we can highlight the need for greater disclosure in media that attracts the attention of the younger audience, as well as greater attention to pricing and thematic policy of the productions.