Theatre publicity is tricky. With so much competition from other plays, movies, and basically any other form of entertainment available to the general public, how do you get people from reading about your show to actually booking a ticket. Reviews have always been a good starting point, we love nothing more than the reassurance that someone else has liked the thing which we are about to spend our hard earned cash on. Of course, not everyone reads the reviews and so the very helpful theatre is all too willing to publish a snippet of the review for your information.
The choice of snippet is key. Why only a few months ago myself, Anna and Karina stopped at a curry house in Madison, intent on sampling the food that night. As mindful diners we took time out to read the reviews on the window and check the joint out. To our amazement the restaurant had put bad reviews on the window and as the eager owner peered out at us, hoping we would fill a very empty restaurant we hot footed it to another place down the road. Had the owner taken a few choice phrases from the reviews instead of the whole articles we may have dined there, for it is possible to insinuate any reaction with a choice "spin" of the review. Were you to take snippets from my blog yesterday to depict my reaction to Obama's inauguration you could have taken:
"what I have witnessed today makes... politics look dirty, snide and contrived"
Would this be accurate? No, but a quote nonetheless. And so the Minneapolis Children's Theater have published the following on our poster (I've added links if you wish to read the full reviews)
"A great belly laugh" Pioneer Press
"I want to see it again" Star Tribune
"A jolly romp for all ages" Minn Post
2 of these are an accurate reflection of the well thought out, considered reviews that this stunning show deserves. The same cannot be said of the middle quote, for whilst the Star Tribune did publish the words "I want to see it again" it was a quote from the 6 year old (and might i add very astute 6 year old) accompanying the reviewer. The reviewer, who completely loathed our show, responded "Only if your mommy takes you". It just so happens that this spin is working in our favour and that I disagree with the Star Tribune's negative review. I am all for free speech and people having their opinions but this guy got facts wrong and that really annoys me. If the reviewer of the Star Tribune is to be believed the Gruffalo is a Japanese fable and adapted by someone named Robyn Price- who?
And with reviews not enough to boost seat numbers we are promised a whole host of marketing activities, including a hunt the Gruffalo campaign, as I terrorise downtown Minneapolis. At least I won't be cold.
That's that
Alan
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