Re: RAT Collaborations question

[The Independent Eye <bards@independenteye.org>]

Dear Daniel-

	Good question.  I think there are two possible directiosn to go.
(1) The subscription route, which can be on the conventional model or
"memberships" or whatever, but involves INTENSE AND UNREMITTING pressure to
lock in a core audience.  (2) Creating your work as an "event."  Fringe
festivals do this, or maybe the special kind of 3-theatre strategy
described by Bottom's Dream (hope you'll give us a report on how well this
works) - the event itself attracts attention as the "place to be."

	If you produce a full season, subscriptions do work, and there are
tried and true methods, which you can copy from many others.  But mailing
out one brochure doesn't do it.  If you go into this route, first, make
sure it really suits the work you're doing, and second, go into it
vehemently, with telemarketing, multiple mailings, parties, etc.  If you're
doing work that has a wide range of textures, expect a high turnover.

	There are odd times, both nationally and in localities, when
theatres themselves are the "place to be."  Late 60's/early 70's, the work
of ensembles were central in the Counterculture, and posters and
word-of-mouth brought in large audiences.  The act of making theatre was a
statement about "tribe."  For the most part, that's long gone.  Nearest
analogue is some performance art, poetry slams, that sort of thing, where
being *at that place* is making some kind of statement.  And theatres that
respond to "identity" - eg. gay, black, Hispanic, etc.  I don't know how to
manufacture the historical/social conditions that brings theatre again into
the foreground of people's consciousness.  We feel it ought to be, but it
ain't, period.  I do know theatres that have been very successful in
creating that "buzz", but then they have to translate it into something
longer-lasting.

	Question is, what does going to *your* theatre *mean* to people,
other than just being this Saturday's entertainment choice.  The fact that
you're getting 20-25 people means that they've made this choice over all
other theatres, films, concerts, every video they could rent, or just going
out and getting drunk.  Doing twice as much straight publicity will
probably get you another 5 people.   (Not to say don't do it; just that you
probably have to put more creativity into finding off-beat ways to promote
yourselves than to do the show itself.)  Other possibilities:

	Make your space a really great place to be, and to spend time in
before and after.  A coffee house/bar in the lobby, art, music, reading
area, stuff for sale, late-night music or comedy or improv group,
discussion.  Have a greeter at the door, like church, not just a deprsssed,
harried box office person.  Lots of photos.  A big, well-tended bulletin
board for other events.  Put Xmas lights around the doorframes.   Paint
your black box some other color than black - dark purple, brown, green,
anything that gets away from the feeling of walking into a Beckett set
(even if you're performing Beckett).  Make cushions for the folding chairs.
Put sofas in your front row.  Preshow music to warm the place, always.
Afterward, actors out soon to mingle with audience.  Food & drink in the
lobby.  Music.  Whatever you can think of that makes people feel this is a
really lovely place to be.

	Put your work in context that makes it an event beyond the
particular show.  Part of a festival, a thematic link with other events,
whatever.  Site-specific works do that by their very nature - going down to
the warehouse or the junkyard, etc., is itself part of the adventure.
	Or simply part of a party:  a catered dinner before the show, then
dancing afterward.  The style of food, the style of the dancing, be it to
disco or to drumming, is to suit the audience you want to attract.  How
much of a celebration can you make this experience?- even if it's a grim,
cold, gloomy show, that's all the more reason, I think, to make the evening
into a party.

	Much more to say about this, but no time.  It would be great for
everyone to spend some time on this topic and share strange, quirky things
you've done for promotion.

Peace & joy-
Conrad

ps - The Independent Eye is presenting MATING CRIES at Theatre X in
Milwaukee, now through May 21st.  Seats are fairly costly, but next
Thursday is a pay-what-you-will rush for people coming at the time of the
performance.  If you're around and can make it, please introduce yourself
afterward - we're always in the lobby immediately - would much enjoy
meeting more people from this list.
'





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