The theatrical reviews following the opening Press Night (First Night) were largely negative: •
Daily Telegraph: "I'll tell you what I wanted, what I really really wanted – I wanted this terrible show to stop.
Viva Forever! has absolutely no redeeming features whatsoever. This show is not just bad, it is definitively, monumentally and historically bad. I shall not dwell on the plot because, goodness knows, Jennifer Saunders, its writer, certainly hasn’t done. Its producer, Judy Craymer, may profess to have spent some money on it, but I have no idea where it has gone and, as for the songs, they are uniformly scummy, scratchy and screechy. There is no acting to speak of, either, so I shall not identify any of the girls who appear in it, lest they be subjected to recriminations. Thrown together without any great thought and ugly in every respect,
Viva Forever! marks the West End coming to an unequivocal dead end. This musical is tawdry, lazy and unedifying, and one could sense a miasma of disappointment emanating from an audience of up-for-it Spice Girls fans realising that they had paid top whack to see a clunker." •
The Independent: "Charmless, messy, lacklustre... so lacking in any truly original or challenging spark of its own.
Viva Forever! forever? I rather think not." •
The Guardian: "The real problem is the songs. For one thing, there aren't enough memorable hits in a career that lasted for three albums to support two hours of theatre." •
The Stage: "One of the biggest disappointments is Jennifer Saunders’ rather trite book which is symbolic of what is sadly a lazily put-together show. Saunders exhibits her lack of experience in writing for the stage. It soon becomes clear that the Spice Girls’ back catalogue is not generally of a high enough standard to be reinterpreted in this way." •
Evening Standard: "Jennifer Saunders’s script, which ought to carry us efficiently from one song to the next, is ponderous. Aspects of it are positively bizarre." •
TQS magazine: "
Viva Forever! is an overlong, (mostly) unfunny and underwhelming show which makes even the most devout Spice fan question their musical taste." •
The Huffington Post: "The world premiere of the Spice Girls' musical certainly had its moments of high drama which kept the audience glued. Unfortunately, none of it was happening on the stage." • ''What's on Stage'': "Jennifer Saunders’ confused narrative - totally un-theatrical, completely un-satirical." •
Sunday Express: "
Viva Forever! is a phoney, manufactured musical about a phoney, manufactured band, marooned by a structurally inept, unfunny script." ==References==