PopMart Tour
The PopMart Tour was a worldwide concert tour by the Irish rock band U2. Staged in support of the group's 1997 album Pop, the tour's concerts were performed in stadiums and parks in 1997 and 1998. Much like the band's previous Zoo TV Tour, PopMart was an elaborate production. Its lavish stage design had a LED screen, a golden arch, and a large mirror-ball lemon. As with the Zoo TV Tour, the band delivered an image and performance that were ironic and self-mocking on PopMart, deviating from their earnest performances of the 1980s; the band performed in costumes that, along with the stage design, poked fun at the themes of consumerism and pop culture.
The PopMart Tour spanned five legs and 93 shows, and took U2 to South America, South Africa and Israel for the first time. The tour was booked while the band were still completing Pop, which was planned to be released during the 1996 holiday season. However, the recording sessions went long, delaying the release until March 1997 and cutting into rehearsal time for the tour. Although it was the second-highest-grossing tour of 1997, PopMart was marred by technical difficulties and mixed reviews from critics and fans, particularly in the United States. PopMart grossed US$173.6 million from 3.98 million tickets sold. The tour was depicted on the concert film PopMart: Live from Mexico City.
Conception and planning
U2 stage designer Willie Williams and stage architect Mark Fisher began developing the PopMart Tour in late 1995. U2 re-entered their Dublin recording studio in October 1995, shortly before releasing an experimental/ambient album with Brian Eno, entitled Original Soundtracks 1, under the pseudonym "Passengers". The band started to work on their ninth studio album, which was set to be finished by mid-1996 and released later that year prior to the Christmas and holiday season. Around the same time, in late 1995, Williams began developing concepts for the band's next tour. Among the proposed themes for the tour was a concept based on the end of the millennium titled "U2000", and a discothèque concept involving a large mobile disco. Lead vocalist Bono became interested in one of Williams' designs that resembled a supermarket, which was inspired by facades of American post-war suburban outlet stores. Bono who believed that the symbol of a supermarket, with its large number of choices and temptations, could be used as a metaphor for U2's songs, which often deal with the struggle between desire and faith. With the help of Fisher, Williams designed a fantasy "entertainment outlet", and decided to create a tour with a consumerism theme.While still in the recording studio, U2 began scheduling tour dates in early 1996, along with band manager Paul McGuinness. U2's stadium performances from the Zoo TV Tour received much positive reception, therefore McGuinness decided that the entire tour should take place in large stadiums, as opposed to beginning the tour in smaller arenas, despite the fact that the band did not feel another stadium tour was necessary. After risking bankruptcy by self-financing the Zoo TV Tour, U2 decided to seek outside sources to finance the cost of taking the PopMart Tour around the world. Initially, the band announced they were looking for sponsors to support the tour, but they later decided to instead use a single promoter for financial assistance. Bids were made with five separate parties, and eventually a deal was made with Toronto-based concert promoter Michael Cohl for $100 million. Cohl expected a total five to six million attendees at over 100 concerts, beginning in April 1997. He also expected the tour to gross $260 million, almost $20 million more than the Rolling Stones' Voodoo Lounge Tour, which was the highest-grossing tour in history at the time, and also organized by Cohl.
As the recording sessions on the new album progressed, U2 decided they would not be ready to finish their album for the mid-year production deadline, and pushed back the release date by several months. To get the album ready for its March 1997 release, the album's recording sessions had to be finished by the end of December. Within one month of the production deadline, the album was still untitled and had much work left before it could be completed. Because the dates for the tour had already been booked, the album's release could not be delayed any further. Eventually, the album was titled Pop, and Williams dubbed the title "PopMart" for the tour. The album's recording sessions were finished in time for the March 1997 release date, but the band felt they still needed another month to fully complete the album. Bono later stated that letting McGuinness book the tour before the album was finished was the worst decision that U2 ever made because it forced them to finish up the album sooner than they had wanted.
Set design
After producing the band's previous tour, Zoo TV, which featured a complex setup involving 36 different video screens, Williams did not want to produce another video-based show unless it was going to be completely different from its predecessor. His initial proposals to U2 featured physical designs, including a center stage surrounded by a racetrack with circling trucks and motorbikes. Fisher researched one of the first LED screens to be imported into the United States.. Fisher proposed to make a much larger LED screen by spacing the pixels further apart, thus creating a lower resolution image. A prototype was built with LED pixels placed 75 mm apart on a cargo net. It worked successfully and served as a basis for the proposal of the design. The idea for producing another video-based tour gained much interest when Fisher and Williams were determined to create the largest video screen in existence at that time. When the idea for the screen was proposed to U2, they decided to take the risk of creating a show based on an undeveloped technological experiment, and invested US$7 million to develop the screen.Fisher proposed the idea of creating an LED screen on a flexible fabric sheet that could be draped over the stadium seats behind the stage. It was later decided that it would be easier to build the screen if it was hung in its own frame, so a sloped frame was added to the screen. Several months were spent experimenting with and demonstrating the capabilities of LED video. The screen designed for the show was ten times larger than all 36 Zoo TV screens put together, with a total size that ranged between 150 and 170 feet wide and 50–56 feet tall, approximately the same size as the backdrop used during the band's Lovetown Tour in 1989. The screen was created with the help of three separate companies, each of whom manufactured different components. The screen contained 150,000 pixels, each of which contained eight separate LEDs of various colors. The pixels were manufactured by SACO Technologies, a Montreal-based company, which specialized in manufacturing control systems and panels for nuclear and hydrogen power stations. U2 were SACO's first client, and prior to the PopMart Tour, the company had no experience with video technology. Each of the pixels were mounted onto 4,500 separate aluminium tubes, which were then broken down into 187 foldable panels, spread across 22 columns, which would easily fit into two trucks.
The set's public address system was initially designed by Fisher who proposed a monophonic system with speakers mounted on top of two large antler-like structures in front of the video screen. While discussing the structure to support the centralized PA system, Williams recalled a statement Bono made on the Zoo TV Tour about having a "secret fantasy to play a show underneath a set of gigantic golden arches". So the design was changed to feature a 100-foot parabolic arch supporting the PA in the center of the stage. To further develop the concept, Fisher drew a version of the concert stage transformed into a supermarket, which later appeared in the Pop album artwork.
While the set's overall design consisted of simply an arch in front of a sloped video screen, Williams wanted to incorporate a mirrorball into the set, which had previously been featured on both The Joshua Tree and Zoo TV Tours. Bono proposed that the mirrorball should be used as a vehicle in which the band would travel over the audience and onto the B-stage during the show, while making reference to the Parliament-Funkadelic spaceship. Williams took Bono's idea seriously, and suggested that the mirrorball should be lemon-shaped, a reference to U2's song "Lemon" from their album Zooropa. Fisher designed a 40-foot motorized lemon mirrorball, which was placed on the right side of the stage. The final additions to the set included a 12-foot-wide olive mounted onto a 100-foot cocktail stick.
Promotion
Going along with the tour's satirical theme of consumerism, U2 announced their tour on 12 February 1997 by holding a news conference at a Kmart discount store at Astor Place, Manhattan, New York City. Hundreds of reporters from record companies, radio stations, television networks, newspapers, and magazines were in attendance at the conference, whose location was not revealed until the night before. Upon their arrival at the store, U2 got up on the stage assembled in the store's lingerie department and performed "Holy Joe," a B-side from the "Discothèque" single, which had been released nine days prior. The entire event was broadcast live through various sources on television, radio, and the Internet. Following the performance, the band answered questions for a half-hour. On why retail was the primary theme of the tour, Bono said, "I can’t quite recall how it got to the idea of taking a supermarket on the road...I remember it making a lot of sense at the time. As I’m sitting here, I’m trying to think what that is." It was announced that the beginning of the PopMart Tour was to feature stadium shows in 66 cities throughout North America and Europe, beginning in Whitney, Nevada, on 25 April, and ending in Seattle, Washington, on 12 December. They would tour an additional 12 cities in 1998 throughout Africa, Asia, Australia, and South America. Tickets went on sale for the announced dates several days after the tour's announcement, and were priced at an average of $50 worldwide. Due to the lack of sponsors for the tour, ticket prices were almost 50% higher for this tour than Zoo TV. In markets where the average income was low, tickets were sold for a lower price, which was enough for the band to break even and not lose any money in the process.Before the tour, various markets distributed singles to promote ticket sales. A double 12-inch single of U2 remixes was distributed in Canada, and a CD single of various songs taken from U2's studio albums was released by a radio station in Mexico. In Europe, U2's remix of "Pop Muzik" used to open the PopMart shows, was released as a single on both 12-inch and CD formats. While the first single from Pop, "Discothèque", was released in January 1997, "Staring at the Sun" became the second single from the album, and was released in April 1997 to coincide with the beginning of the tour.
On 26 April 1997, American television network ABC aired a one-hour prime time special about Pop and the PopMart Tour, titled U2: A Year in Pop. Narrated by actor Dennis Hopper, the documentary featured footage from the Pop recording sessions, as well as live footage from the opening PopMart show in Whitney, which took place the night before. The program received poor reception, ranking at 101 out of 107 programs aired that week, according to Nielsen ratings, and became the lowest rated non-political documentary in the history of the ABC network. Despite the low ratings, McGuinness appreciated the opportunity for the band to appear on network television in the first place, stating that the small audience for the television special was still a large audience for the band, as it was much larger than any audience that could be obtained by MTV.
During the middle of the tour's first leg, MSN launched U2's first official website, U2popmart.MSN.com. The website was updated constantly throughout the tour, featuring images and audio clips from various concerts, as well as live webcasts during select performances.