If I had a show running pre-pandemic that was going to come back, I’d do this.

Boy did I need something to distract me from CNN today.  You?

When I need some misdirection from something that is causing me a lot of anxiety, I play “Fantasy Broadway.”  I put myself in the hypothetical chair of a decision-maker on Broadway . . . a Producer, a Theater Owner, a Director or any kind of TheaterMaker . . . and then I put myself in a tough situation  . . . and  I ask myself, “What would I do?”

I’ve played this game for Tony Award campaigns (how would I convince voters to pick my show?), staffing questions (what designers do I think are best for this project?), and more.

Here’s what I toyed with today:

One of the things I am grateful for is that I didn’t have any shows running on Broadway when the covid-curtain came down.  (The four musicals that I have teed up- Broadway Vacation, Joy, The Neil Diamond Musical and Harmony- were just about to go into the workshop phase.)  So I asked myself, “If I did have a show running on Broadway, what would I do to keep that show top of mind before our return?”

I came up with a bunch of stuff, but here’s the one I liked the most.

I’d put it on sale.

“But how, Ken?  If you don’t know when Broadway is coming back, how would you know when to put the show back on sale?”

Let me be more specific.

I’d put ONE performance on sale.  And that performance wouldn’t have an exact date attached.  But it would be a guaranteed ticket to the VERY FIRST PERFORMANCE back.  🙂

See, at a time when so many things are unknown (including who will be our next President – although that seems to be relatively clear to everyone except ONE person), there is one certainty in my book . . .

When we’re given the “all clear” and Broadway reopens again?  The very first time a curtain is raised on a show is going to be one of the most magical nights in the theater . . . EVER.

Just imagine for a moment . . .you’re sitting in the audience of your favorite musical.  The house lights go out . . . the orchestra strikes up . . . the curtain rises and an actor appears.  And then she sings . . .

I mean, people are going to go ballistic!!!!

It’s going to be historic.  And fans are going to want to be a part of that incredible, sob-inducing, standing-ovation-that-may-last-an-hour, moment.  They’re going to want to be a part of it so badly, that they’d buy a ticket for it now.  Even without knowing exactly when it is!

Don’t you think?

And if you don’t think . . . tell me below why.  And then YOU PLAY THE GAME!  Come up with your own way that you’d keep your audience talking about your show while Broadway is shutdown and put it in the comments!

And then you can go back to watching CNN.

– – – – –

Marketing is going to change in the post-pandemic world.  That’s why we have a marketing panel at the TheaterMakers Summit, which starts in just SEVEN DAYS!  Get your ticket here and see some of the 100 (!) speakers we have ready to help you in your theatrical pursuits.  Click here and join us now.

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  • Barry Burns says:

    In Dawson City, Yukon every spring the community holds a lottery to guess what day/time the ice on the Yukon River will break up. In the old days before there was a road into Yukon the river was how people, supplies, food, and mail arrived in the remote territory. “Break Up” signalled the advent of the gold prospecting season and the imminent arrival of shipping in the remote community. A “Curtain Up” lottery with some really great prizes, like a fractional producer’s stake in your show and VIP access to the opening night could be a great way to keep the buzz alive.

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Ken Davenport
Ken Davenport

Tony Award-Winning Broadway Producer

I'm on a mission to help 5000 shows get produced by 2025.

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