Theater For The Future

WOOOOOOO!

It’s no secret that early word of mouth is the key to a successful run. That’s why it’s a common business practice to fill the house with all your friends and industry folks that first cobwebby week of a run, so that the engine of buzz can get primed. Except there’s a pretty major caveat to papering - the practice often floods the tank, filling the books with reservations that never show up. It’s hard to shake the assumption that theater that you can see for free isn’t theater worth seeing, and so papered seats aren’t really taken as seriously as they should be.

That, surprisingly, all changes with $1 comps. I gotta hand it here to Ken Davenport - that unsettlingly bottom-line-oriented Off-Broadway producer from the iPhone commercials (I’m personally unsure about the idea of a producer using remote technology to conveniently monitor lurker comments and feedback on fan sites and twitter those comments back to his director- but to each his own process). However you feel about his perspective, Ken certainly knows how to work an audience, and that’s worth reading his thoughts.

$1 Comps is a freaking great idea - and it’s withstood the rigors of Ken’s real-world test. It subverts the psychological damage of perception that “free theater” has to overcome - 96% of the comps in his experiment were redeemed. Yeah, that’s right - he tested the idea, collected data on it, and executed it. Remember we were talking about that? He’s also identified ways of making the $1 comp practice better next time around - by reducing the workload on the box office, for instance. Worth a look!

Continuing where Don left off, Mac over at SlowLearner hosts a debate featuring dv and the Chicago StreetBlogging Gang today… It’s interesting stuff, and it gets to the heart of a central question facing the (gag) theatrosphere.

It might help your theater understand what’s at stake when you choose to blog about your work or whether you can’t take the potential heat - and maybe how to improve the content you’re already putting out there.

I’m digging the concept of the designed reading right now. Just ran one, and New Leaf and Side Project both have something along those lines in the works. It’s like not baking the whole cake, but instead taking the batter you have and making cute little cupcakes with just a dollop of frosting. And they fly off the shelves.

There’s something about that forcibly abbreviated process of rehearsing and doing a quick and dirty design for a one-off reading that creates the right kind of energy. Design choices get spare, slim. Performers and Designers both improvise in the moment, and the audience can sense that palpable uncertainty… and they rally behind any brazen fearlessness that the performers adopt to get through that uncertainty.

They make a great low-cost fundraiser, and they make a good atmosphere for an appreciative audience - the party or cabaret atmosphere can be molded into some pretty entertaining formats that really make for a good time that perhaps means a little more.

I think the audience is willing to go a little further when they know it’s a crazy one-time only event - like a reading of experimental material with just a bit of design to give the piece some weight, or a 24 hour play festival. That willingness opens them up when they’d normally close down. Just check out these faces, standing and kneeling and curled up on the lobby floor:

Oh, and seriously: Thanks and thanks (and thanks). I am freaking humbled by comments like these, when people are moved to speak up for me. I’m enough of a loudmouth as it is. It’s no secret among my friends that I was gunning for a “They Wuz Robbed” nod from TOC this year - as far as I’m concerned, if Grant Sabin won it, it’s the best award in town. It’s also incredibly exciting to me that Jess H., Jared M. and The Dining Room WERE recognized this year, and Steve P. is up for a Soundy Jeffy for Faster. These are people who I believe in, because I’ve seen what they can do with that support.

Two experiments that can help us understand how big this task really is:

1.) Internationally reknowned playboy and violin virtuoso Joshua Bell played a trick on commuters with the Washington Post. He dressed in clothes that might be described as Wrigleyville chic and played six challenging and downright magical classical pieces “like a God” on a multi-million dollar Stradivari - all this across from an Au Bon Pain.

Only a few brave souls so much as slowed to listen, and there was uncomfortable shuffling in lieu of applause. (natch)

2.) Building Stage is developing their next production, Master Builder, publicly on their blog. The goal:

We really wanted to use the blog as part of our process, something that was integral to the creation of the work, as well as a tool for opening up our process to our growing family (company members, collaborators, audience) to witness, comment on, and influence.

After starting two weeks ago, the production team has 10 posts on a broad range of production topics, including Sound Design, Props shopping, costumes, themes and directorial concept, and of course, marketing. Comments so far from folks uninvolved with the project: 1 - an interior decorator. (that’s a good start for two weeks on a blog, no?)

We’ve been chatting at New Leaf about audience experience for a while and what we’d ideally like an audience member to take away from each experience with us and our work. Over the years we’ve cooked up a number of different methods for teasing those experiences out of them. In marketing speak, this has been about changing the positioning for our theater - getting our audience to shake up their expectations of a storefront theater by experiencing us in different and unexpected contexts - at work on our blog, on their iPods - and also about integrating each world of play into a greater “world of the company” via our mission.

Theaters actually experiment with the audience/artist relationship a lot in the hopes of drumming up new interest - but the audience is uncomfortable with unexpected contexts for our work, and often gets confused, scared off, or dismissive of innovative tactics. Audiences are smart, and they are universally agile when it comes to protecting their time and interest from the possibility of public performance by disengaging from a pitch, request, or an uninvited interaction in under 15 seconds. That’s the amount of time you have to close the deal, so if you spend it trying to close the deal, you’ve already lost.

The calculated smell of popcorn works wonders for movie theaters, for example…

This all leads me to think that saying that we “experiment” with audience interaction isn’t really accurate - this ain’t no lab we’re running. We downright gamble with pet ideas that we think will work, and are usually less than scientific about using data and controls alongside with real innovation. If we somehow learned the discipline of statistics and combined it carefully with our street performer instincts that can reengage a wary patron, we might actually take away firm knowledge and show the world something it hasn’t seen before. That ultimately means change that is slower than theaters want, but faster than marketing professionals, boards, and other suits think is possible.

I think we can all agree: it’s nice to have that great music shared on the way to work, isn’t it? Maybe that should be a more regular part of our lives.

Oh, and to the Building Stage, who is creating a fairy tale world for the Master Builder out of elements found at IKEA, may I suggest this lamp to be used as a practical, it’s worked wonders for us in the past: