As I mentioned yesterday, there was a secret back room during the opening night party where the entire marketing, ad agency and press teams worked tirelessly as the reviews for the show began rolling in! The first stage of the night was reading the reviews and finding the best “pulls” which are basically key quotes that are pulled from reviews and placed on all of our marketing materials! A “pull sheet” is then constructed which breaks down all of the best quotes for the show from each of the reviews. For example, one of my favorite quotes was by Mark Kennedy from Associated Press which described the show as “BRILLIANT THEATER. Alan Cumming is delivering A TOUR-DE-FORCE THAT REDEFINES THE TERM. An act of OLYMPIC SKILL. IT’S IMPOSSIBLE TO STOP WATCHING.” Exceptional praises such as this were pulled and prepped for Monday’s big post-opening meeting.
Bright and early the next morning, we had the long-awaited post-opening meeting which is where the entire ad team, marketing team, press rep, general manager, company manager, and all co-producers go to the ad agency’s office, sit around a large conference table and decide how the show will proceed following opening and the release of reviews. The team began picking the best quotes and placing them on newspaper ads, television commercials, online digital ads, etc, each of which reaches a different audience and helps promote the show. Because the reviewers were amazed by Alan’s performance, the marketing for the show is trying to reach a broader “entertainment” audience by placing commercials around morning shows or late night shows, several cable channels and other avenues which will promote the entertaining, “must-see performance” aspect of the show.
Along with our print and digital media, our television commercial was updated with our best new quotes. The video was recorded first thing yesterday morning before the meeting even started! Post-opening meetings are always the most thrilling because deadlines are EXTREMELY tight and the moment the team makes any decisions, the materials are immediately released which allows for a shockingly fast turn-around, filling all of our marketing with the most current information!
Definitely keep your eye open over the next few days and weeks for our new marketing materials. While they maintain the similar look of the pre-opening format, they have all been updated with a fresh new layout that is FILLED with our excellent reviews!
ArchiveClick here to view posts from the previous Associate Producer from Macbeth on Broadway.