And while I was researching yesterday’s post about the amazing story of Once and its record recoupment, I tripped over a little fact about the upcoming Broadway Week promotion that I thought was “interesting” and unfortunately a wee-bit alarming.
Don’t know what Broadway Week is?
It’s a fantastic promotion offering “Buy 1 Get 1 Free” tickets to a bunch of Broadway shows sponsored by The Broadway League and NYC & Company. (Which is the best part, because they buy a ton of media promoting the offer.) And it’s planned (of course) at a time of year when shows could use the help, from 9/4 – 9/16. (There’s a winter version as well.)
Some of the shows willing to hack their price in half during Broadway Week? (Which is actually almost two weeks.)
Well, there’s Chaplin, Bring It On, Chicago. And there’s Mamma Mia, Mary Poppins, and even Wicked.
And then there’s Porgy and Bess and Evita.
Huh. That’s funny. The only two nominees for Best Revival this year that are still running, including the winner, need a 50% off promotion.
Wait, there’s also . . .
Nice Work If You Can Get It, Newsies and . . . wait for it . . . Once.
Yep, all three still-running nominees for Best Musical, including the big ol’ winner, are part of Broadway Week.
(You can see more of the shows included in this article.)
What does this mean?
Well, it ain’t the best of news when the “best” that we have to offer have to resort to these kinds of deep and public promotions . . . and so soon.
But am I freakin’ out?
Nah. What this demonstrates is that we are living in a discounting world. And that it’s
possible necessary for producers today to be flexible with their pricing strategies both on the downside and on the upside. You may have to be more aggressive at times to make sure you house is full and your nut is covered. But there are also times of the year when if you are really “the best” (in an audience’s eyes, not an awards committee’s, actually), you’ll be able to stretch your price into premium territory to balance it out.
It would be great if all pricing could be set-it-and-forget-it. It would free up a lot of time for all of us.
But no one said Producing was easy.
That’s not true. Someone I know did say that once.
I think he’s doing marketing for an exterminator now.
(P.S. Take advantage of Broadway Week!)
(Got a comment? I love ‘em, so comment below! Email subscribers, click here then scroll down, to say what’s on your mind!)
- Take my Get Your Show Off The Ground Seminar on 8/18. Only TWO spots left. Click here to register.
- WEBINAR ALERT! How to Market Your Show For Free TONIGHT at 7PM! Click here to register!
- Win tickets to Closer Than Ever at The York Theater! Click here to enter.
SIGN UP TODAY
MOST POPULAR BLOG POSTS
CATEGORIES10 Qs for Broadway Pros
Fun on a Friday
Invest in Broadway Shows
Overheard At Angus
Questions From Readers
The Most Popular Posts of the Month
Theater Things That Don't Make Sense
Things To See
Upcoming SeminarsJun 22 SatAug 17 SatSep 14 Sat
Ken’s Top 5 Reads
Purple Cow: Transform Your Business...
The Writers Journey: Mythic Structure for Writers