Selling Out
News

Obscurity Is the Enemy

Not availability.The New London Theatre in London’s West End holds a little over 1,000 people. On February 27, War Horse was performed in the New London. Therefore, a little over 1,000 people (at most) saw the show, right? Logical, isn’t it?Except that in reality, more than 150,000 saw it in real time via broadcast as it was being performed. The biggest hit so far for the National Theatre through its NT Live initiative, this performance got seen 150 times...

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Marketing

How to Resolve the Battle Between the New and the Familiar

What do you call something, even if it’s good, that you’ve seen over and over again? Boring.What do you call something so new and different that it doesn’t make any sense to you? Weird.Most live entertainment content falls in between those poles, of course, but as a creator, curator or marketer of stuff in your venue, which is better? Which should you go for if what you’re trying to do is build your audience?Here’s the formula that works best:...

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Bright Ideas

Last Night at The Met

Here’s a marketing insight from the category of brilliant-but-freaking-obvious: People like themselves.The audience of any show or event is made up of people and, therefore, by the transitive property, if you can connect your event to the people in the audience, they will enjoy that show or event more.That’s why I think Last Night at The Met has so much potential.It’s a tumblr of pictures taken by photograph Rose Callahan of people attending shows at the Metropolitan Opera in...

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News

“Let It Go” Scores Tony, Bobby Lopez Gets EGOT

Last night at the Oscars, Bobby Lopez's "Let It Go" from Frozen was up against some stiff competition in the category of Best Original Song: U2 singing "Ordinary Love" from Mandela: Long Walk to Freedom, Pharrell Williams' "Happy" from Despicable Me 2 and Karen O's "The Moon Song" from Spike Jonze's Her.Not only did Lopez and his wife, Kristen Anderson-Lopez, take home the honor, but Lopez, 39, is the first Filipino American to win an Academy Award and the youngest...

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News

The Importance of Ecosystem

Last week, as the host, curator and co-organizer of TEDxBroadway, I talked about the Broadway Ecosystem. I say this all the time and every year on stage at TEDxBroadway, but every year people think it’s a new idea.It’s not a new idea, but it is a VERY important one. Theaters, restaurants, homes, academic institutions, hotels, tourist destinations, stores, public spaces, social services and everything else that people need and want exist together and affect each other. It sounds obvious,...

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