Thursday, March 05, 2009

Just a Little Marketing Reality Check

Ken Davenport, over at The Producer's Perspective, gives a few hard numbers on the marketing of new musicals:

Still sticking to your guns and think that what audiences really want is originality? We wondered that same thing on 13 . . . and then we tested a tag line that called the show the most "original new musical on Broadway" (Title of Show used a similar hook). The results were as follows:

6% of those surveyed were definitely interested in the show based on that tagline.
15% were intrigued by the tagline.
79% of those surveyed said that this tagline "made them NOT interested in seeing 13."

1 comment:

Thomas Garvey said...

Yes, but how about a little artistic reality check: among the "originals" Davenports sniffs at over the last few years we find Drowsy Chaperone, Passing Strange, Title of Show, and Putnam County Spelling Bee. Somehow I prefer those to Jersey Boys and Mamma Mia, but then maybe I'm crazy. At any rate, Davenport himself is forced to point out that the "originals" of the past four years had exactly the same hit-to-failure ratio as everyone else. So maybe the key is simply to not market an original show as original. It will succeed or fail on its own strengths anyway.