Skip to content

A Dash of Showmanship

November 11, 2015

I mean, in selling a show.

Producer Harold Fielding went into factories to sell tickets for the first run of “Charlie Girl.” Cameron Mackintosh more or less re-wrote marketing rules with advertising agency Dewynters producing stunning logos like the “Cats” eyes and “helicopter face.” Then putting them 50 feet high all around the centre of Leicester Square.

Marketing budgets on musicals can be higher than the actual scenery cost, yet I feel the inventiveness with which they are used is falling.

The age of the logo is past. I’ve not really seen one for ages which has made me instantly associate a picture with a show.

A few brave stunts, like busking on the tube for “Once,” have been tried, but in general the well of inventiveness has dried up.

It’s all about the web now – but if folk are not searching for something specific online, they won’t find it. How many of you look at the adverts around the website page? Not many.

What we need is a little more Barnum back in our lives. The ballyhoo men who create a buzz. Where are the stunts, the tricks, the kidnapped duck and sudden leading lady vanishing?

More to the point, where is the personal touch? Who goes out to factories now to sell shows? Would you attend a “Tupperware / Avon” style party, hosted by a couple of attractive “resting” actors who can really sell you and your friends a few tickets, show you some shows on DVD?

The difference between a market trader and a dachshund may well be that one “bawls his wares out on the pavement,” but both make a noise telling those in the immediate surroundings that they are there.

Let’s get things back on the human scale, let whole communities share the message… let’s get marketing so that everybody knows “this show really is the business.”

Comments are closed.

%d bloggers like this: