Braodway

Theatres such as text messages

Today, at Broadway, presents a magnificent spectacle, "Spring Awakening", which has won 8 awards Tony, and praise from all critics and theatergoers. But the story is really great about the text message promotion that is listed in the playbill.

The pamphlet says: "Your Chance to Win Come Backstage!" and instructs viewers to send text message "bdway Spring" to a short code five digits during intermission. The winner, chosen at random, sending a message in return after the show. The winner not only gets to go backstage to meet the actors, but carries with them free PR for the life of your cell phone.

Upon registering, texters receive a ring tone of a song popular in the show, and an image of the program to use as wallpaper on their phones. Both feed producers, one conversation can start, to serve as a self-perpetuating promotion and ultimately, ticket sales.

In December 2006, there were 18.7 billion text messages sent in the U.S.. This is almost twice the rate of $ 9.7 million for the same period last year. This data is compelling, but the theater promoters have been cautious, taking into account the disturbing horrible sound of a cell phone call during a performance.

"Spring Awakening", however, has the audience at the appropriate age for this promotion. The show itself is about the struggles of teenage life and that this generation mixed messages sent by parents and society.

So far, participation in the promotion has resulted in about 8.5 percent of the audience who have sent in text messages 14 times the promotion has run. Given the astounding number text messages sent in the U.S., promoters see the number increasing steadily.

The Blue Man Group, a theatrical production with a rock-oriented musical, has also used text messaging to promote his latest tour. The results showed 16 percent of the members of his audence text messages sent in response. That number looks much larger when considering the group toured 60 cities in 90 days. It works out to about 50,000 people who send a text message that attended the show, and now a Blue Man Group somehow represented on your mobile phone.

Ringing during performances has not been a problem at this point, but it's definitely something that producers are having in the mind. However, from the standpoint of marketing, risk, think it is worth taking.

About the Author

Anthony wayne is a huge fan of the theater, but also of technology. Anthony believes that intermission text message promotions will serve as a great way to advertise and promote Spring Awakening and other great Broadway shows.

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