Comments on: Can online promo videos sell theatre?

By: Henry Sansom

Henry Sansom — Wed, 26 Jan 2011 20:53:31 +0000

It seems that budget is a central factor in this discussion, and that it’s a shame when production costs diminish a production value. If it weren’t so cost prohibitive, there would unquestionably be more advertisements for your efforts on the web.
IMO, most of you involved in the theater have two strong skills going for you that you flex under big budgetary confines; Innovation and Curation.
So I suggest that if a Red Camera is Canadian Stage, and an iphone is someone’s living room, you have ideas on how to chose and create art for those spaces.
Make videos with what you have, and don’t try to hide the medium. Genuineness and smart choices will appeal to new audiences a lot more than production value.
Furthermore, if you know what your season is going to consist of, make all your videos at once and release them as the time is appropriate. It is more cost/resource effective, and having a consistent aesthetic throughout your growing video library is only a good thing. Plus, there’s no last minute rush to get the damn thing done.
The more of you there is out there, the easier is will be for people to find you. I, for one, am liking all these video links.

By: Promotional videos – who’s using them and who’s watching?

Promotional videos – who’s using them and who’s watching? — Tue, 25 Jan 2011 22:16:19 +0000

[…] were interested to see this recent post from our friends at Praxis Theatre (Artistic Director Michael Wheeler spoke at another Lunch and […]

By: Michael Wheeler

Michael Wheeler — Thu, 20 Jan 2011 16:41:01 +0000

Thanks Ben. Great points. Yeah it’s probably good to realize – if a show is up and running and you are trying to sell it to new markets, then you have way different options in terms of what you can put together on video.

If you think about the budget for a 30 second Hyundai commercial (to pick a corporation at random), it is probably four times that of the ENTIRE BUDGET (not the marketing budget) of an indie theatre production. So, you know, production values of the sorts of videos theatre produces will often be below that of other things the public is used to seeing. Fortunately, artists are imaginative and there is an allure to being “genuine”, but this will likely always be a problem due to economies of scale and the relative resources at our disposal.

On a different note, bearing in mind that Augusto Boal was onto something – i present this youtube clip sent to me by a friend this morning which is part theatre/part video all community engagement.

By: Ben Chaisson

Ben Chaisson — Thu, 20 Jan 2011 00:52:03 +0000

I also wanted to say that for independent theatre or commercial theatre video can still be cheezy. Think of those God awful Mama Mia ads the Mirvishes did.

“in conversation style” interviews have a limited appeal but really all marketing for theatre has a limited appeal. We should try anything but realize that there is no one gun solution to marketing and it takes a lot of effort to convince anyone to buy a ticket.

By: Ben Chaisson

Ben Chaisson — Thu, 20 Jan 2011 00:42:49 +0000

Hi all,
Video is a bit of my bread and butter so I have a vested interest in this topic. I find all marketing strategies for small scale theatre a bit difficult. Filming something has never been cheaper and easier to do, that being said it still costs more than you want it to especially if you want it to sound and look good. Television commercials cost millions of dollars with large labour pools and skilled trades persons. Editing titling and dubbing are important processes in production value. Should you spend more on promotion than on production of your show? (Probably Not) I am not advocating that DYI video isn’t useful but it is a choice in aesthetic, and does it reflect your piece well? Your Iphone can shoot video but that doesn’t mean it should. You tube is tool we should embrace by all means but as is the case with all video it needs to be of quality in both message and production value.
It should also be noted that some promo videos are not just intended to sell tickets but also to sell shows to future presenters. Attached is a link for a show i worked on in calgary and I think it looks great but it was shot while the show was running. It’s not a video of process but rather a glimpse of what the show looks like.

http://www.youtube.com/watch?v=1TzFQABjJeo

I am happy to present myself as someone who can do some shooting some editting and recording. If anyone is interested contact me.

Great conversation.
BEn

By: Michael Wheeler

Michael Wheeler — Wed, 19 Jan 2011 18:22:48 +0000

Hi Phillipa – Thanks for this comment. I agree the conversation is somewhat insular, but itn is really about what appeals to people like yourself – who might attend, but don’t work in theatre. So thanks for your thoughts. They are particularly relevant. Hope to hear them in future conversations!

By: Phillipa Lloyd Chambers

Phillipa Lloyd Chambers — Wed, 19 Jan 2011 01:09:15 +0000

I find a lot of the debate somewhat insular here..mostly people “in the business” I assume, but form the perspective of an audience member, a theatre lover who does NOT work in the theatre, but follows it avidly, I think the idea of the promotional videos is a fine one, and the effectiveness for me in terms of attracting me into the three productions represented here is directly proportional to the quality, intelligence and execution of the videos..what are the ideas behind each, what is the communication savvy and how well do they intuit a specific audience….I think that the Hydra video talks to me most successfully because it’s message is clearest and it respects my intelligence as an average audience member. It does not exist to just sell me a seat, but asks me to get involved in a relationship. Yes it helps that it is the better executed from a technical and editing POV , but really it has a strong message and asks me to take an action to share in the creation of theatre…by being the listener.

By: Tweets that mention Can online promo videos sell theatre? – Praxis Theatre -- Topsy.com

Tue, 18 Jan 2011 21:55:16 +0000

[…] This post was mentioned on Twitter by QDF, Praxis Theatre. Praxis Theatre said: Three new videos from Tarragon Theatre, @crowstheatre, and Suburban Beast. Will they put more bums in seats? http://tiny.cc/praxisvideos […]

By: Michael Wheeler

Michael Wheeler — Tue, 18 Jan 2011 15:29:13 +0000

That’s a great video. Thanks Aislinn/Alistair.

I think I’m starting to form the opinion that modest returns from this approach are happening now, but there is a huge growth potential in the future as the market encourages everyone to starts having tablet computers on their coffee tables l and watching videos on their smartphones.

There is also probably a generational factor in terms of ROI. The under 45 set (and I am just assuming all of this data is true) isn’t attending all that much theatre, wants to make same-day decisions instead of buying a subscription for a season, and much more likely to check Facebook and other social media tools. So even if the ROI is poor currently – I still think most organizations should probably consider this approach if for no other reason than to give the next Artistic Director who comes in a decade from now a hope in hell.

By: Alistair Newton

Alistair Newton — Tue, 18 Jan 2011 13:57:58 +0000

My work with Ecce Homo is so visually based and a video trailer can communicate some flavour of the aesthetic at the very least. I suppose my only ‘evidence’ is coincidental – the trailer I created for ‘Loving the Stranger or how to recognize an invert’ which we staged at last seasons’ SummerWorks was viewed just over 450 times…roughly the same number of people who saw the show.

As for the above video, it has already been viewed 110 and it was posted last night. I hope that translates into an audience boost; theses things are laborious to construct!

I’m happy that other people are interested in debating this method of advertising too as it’s been a tool for Ecce Homo for the past couple years and I’m never certain if its actually helping. This discussion is helpful thanks!