So here's the story.
Here in Chicago, a for profit theatre group was producing a show called Forbidden Broadway. The show was here in 2007, got good reviews and so it made sense to bring it back.
It came back here for a short period of time and then the producers quickly pulled it, a move which Chicago Tribune theatre critic Chris Jones found to be quite curious. You can read what he had to say here. Chris does mention one line that I thought was worth a longer conversation:
"Most shows are given at least a few weeks to build an audience. Not this one."
That line is a reminder that one of the most valuable weapons you have in selling your art is time.
Look at it this way, I run the marketing department of one of the 7 or 8 largest theatres in Chicago. I have a staff, adequate resources, etc. and it still takes us 3 months or better to really build a buzz around a show.
That's three months of work before the show opens, then even more work during the 5 weeks or so the show is actually running.
So here's what some ideas on how you can put the power of time on your side:
1. Present your artistic work longer. If you had planned on doing your dance recital in a 150 seat house for 3 weeks, maybe you could try and find a 100 seat house and run it for six weeks. Yes, I know there are logistical and financial considerations to all of this but you work so hard on your art, why not give it a full chance to be successful?
2. Promote your work longer. If you have an arts exhibition coming up in the summer start talking about it NOW!
Yes, that seems silly but you have to remember this fundamental principle of marketing:
People forget.
Tell them about your event once, twice, even three or four times and it may be just like YOU NEVER TOLD THEM AT ALL.
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