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Baby June and Louise, the two daughters of Rose Hovick, play the vaudeville circuit around the United States in the early 1920s. Rose, the archetype of a stage mother, is aggressive and domineering, pushing her children to perform. While June is an extroverted, talented child star, the older girl, Louise, is shy. Their act has one song, "May We Entertain You", with June always as the centerpiece and Louise in the background. Rose has big dreams for the girls but encounters setbacks when her father refuses to lend her money for those dreams ("Some People"). When Rose meets a former agent, Herbie, she persuades him to become their manager using her seductive and feminine wiles ("Small World"). Through Herbie's efforts, "Baby June and Her Newsboys" becomes a top vaudeville act. As the girls grow into adolescents, June and her act have a chance to perform for Mr. Goldstone of the Orpheum Circuit ("Mr. Goldstone, I Love You"). Meanwhile, Louise celebrates her birthday alone and wonders how old she is ("Little Lamb"). Rose rejects Herbie's marriage proposal and he considers leaving, but she asserts that he could never get away from her ("You'll Never Get Away From Me"). After an audition for T.T. Grantziger ("Dainty June and Her Farmboys/Broadway"), June is offered a place at a Performing Arts school. However, Rose turns this down, refusing to break up the act. Louise and June fantasize what life would be like if Rose were married and finished with show business ("If Momma Was Married"). A few months later, still on the road from show to show, Tulsa, one of the boys from the act, confides to Louise that he has been working on his own act and Louise fantasizes that she and he could do the act together ("All I Need Is the Girl"). Shortly after this, June is missing, and she explains in a note that she has grown sick of her mother and the endless tour and has eloped with Tulsa, with whom she will do a new act. Rose is hurt, but she optimistically vows that she will make Louise a star, proclaiming that "Everything's Coming Up Roses". Louise is an adult and Rose has created an act based on the Dainty June act for her. Using an all-female cast, Rose and Herbie attempt to book "Madame Rose's Toreadorables" in vaudeville. They remain together ("Together, Wherever We Go"). With no vaudeville venues left, Louise and her second-rate act wind up accidentally booked at a burlesque house in Wichita, Kansas, as a means to deter police raids. Rose is anguished, as she sees what a booking in burlesque means to her dreams of success, but Louise persuades her that two weeks' pay for the new act is better than unemployment. Backstage, Rose proposes marriage to Herbie. He asks her to break up the act and let Louise have a normal life, and she reluctantly accepts, agreeing to marry the day after their show closes. As they are introduced to Louise, three of the strippers on the bill advise her on what it takes to be a successful stripper, a "gimmick," something that "makes your strip special" ("You Gotta Get a Gimmick"). On the last day of the booking, the star stripper in the burlesque show is arrested for solicitation. Desperate, Rose cannot resist the urge to give Louise another nudge toward stardom, and she volunteers Louise to do the striptease as a last-minute replacement. Herbie is disgusted at how low Rose has stooped and he finally walks out on her ("Small World" (Reprise)). Although reluctant, Louise goes on, assured by Rose that she needn't actually strip but simply walk elegantly and tease by dropping a single shoulder strap. Shy and hesitant, she sings a titillating version of the old vaudeville song "May We Entertain You". She removes only her glove, but she speaks directly to her audience, which becomes her "gimmick". Louise becomes secure, always following her mother's advice to "Make 'em beg for more, and then don't give it to them!" With each performance, the song becomes brasher and brassier, and Louise removes more articles of clothing. Ultimately, she becomes a major burlesque star ("Let Me Entertain You"). At Louise's dressing room, Rose argues with her daughter, now known as the sophisticated "Gypsy Rose Lee". Embittered, Rose reveals that the true motivation for all her actions has been to live vicariously through her daughters so she can chase the stardom she wanted for herself, not for her children. She realizes that she has driven away June, Herbie, and now possibly Louise. She displays the talent that could have been under different circumstances, as the name "Rose" flashes in neon lights ("Rose's Turn"). After her admission to Louise, mother and daughter tentatively move toward reconciliation in the end. In the 1974 and 2008 Broadway revivals, although the final dialogue scene remains, there is not a happy ending, but rather a bleak, sad one as all hopes of reconciliation for Rose and Louise fall flat when Louise walks away, laughing sarcastically at Rose's new "dream." The audience is then left with a somber Rose, whose dream of her own lit up marquee slowly fades away to her unrealistic dreams. In the 2003 revival starring Bernadette Peters, the final dialogue scene remains, but leaves the ending open to more interpretation from the audience. Louise walks through the stage door, with Rose following behind. Rose then turns to face the audience, a look of sadness and longing on her face as she takes one last look at the empty stage. She pauses and slowly closes the door. In the 2015 West End revival starring Imelda Staunton, Louise begins to walk out, and Rose catches up after waking up to reality. Louise puts her arm around Rose as they exit together. In the 2024 revival starring Audra McDonald, Rose and Louise embrace and exit the stage arm in arm.
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