In picture: Andrew Lloyd Webber, Sierra Boggess and Ramin Karimloo

Britain's "Musical King" Andrew Lloyd Webber Thursday launched Love Never Dies, the long awaited sequel to The Phantom of the Opera, which has thrilled global audiences for the past 23 years.

The new show, due to be premiered at London's Adelphi Theatre March 9, 2010, will continue the story of the Phantom. The New York premiere is scheduled for November 11, 2010.

The tale is set 10 years after the mysterious disappearance of the Phantom from Paris. Ramin Karimloo will play the Phantom in Love Never Dies, having already played the role in its predecessor.

Sierra Boggess will play the role of Christine, having made her Broadway debut creating the lead role of Ariel in Disney's The Little Mermaid.

Lloyd Webber said the idea for the sequel had been some 17 years in the making, and he had been told that the original story had an unsatisfactory ending.

The Phantom of the Opera, based on the French novel by Gaston Leroux, has been seen by more than 100 million people, won around 50 awards worldwide and spawned more than 40 million album sales.