It was a very popular theatre production originally. So not a flop.
I've absolutely no doubt it was a hit as a theatrical production. I just don't think it worked as a big-screen movie.
That said, I absolutely admire people who are willing to push the envelope and delve into uncharted territory, so all credit to them for trying something new.
I think it will fail mainly because Americans by and large, are put off with music of that nature in their modern day film. I also don't think they're willing to give anything like this a genuine go, they prejudge it beforehand and unfortunately, it seems doomed even before its release date.
I myself, watch every there is, foreign or not and I'm proud to say I've never stopped a film mid-way and I've never walked out of a cinema regardless of how bad the movie may be. Every movie I rate (and I rate everything I watch), I have watched from start to finish. I don't prejudge, go by ratings, I never read reviews and I never watch trailers until I've watched the movie. I try to let the movie speak for itself and even if I don't like it, at least I can rate it knowing I'm rating the entire movie, not just half 'cause I stopped.