I wanted to remind everyone that starting this Monday, February 25th and through Sunday, March 9th, The Off-Broadway Brainstormers are sponsoring the 3rd “20at20” campaign.
During 20at20, you can see over 20 of the best Off-Broadway shows (including my three) for only $20.
The only catch is that the tickets are only available 20 minutes before curtain.
I bet some of you might be surprised to hear that I’m the chairman of this committee after my “theater tickets are expensive” post.
20at20 is a perfect example of the type of program that demonstrates that there are lower entry points for seeing theater that make it accessible to all, despite our “rep” for high prices.
But frankly, Off-Broadway shows can’t survive on $20 tickets. So why else would we do it?
The challenge and ultimate success of programs like this is not selling the $20 tickets. That should be easy.
The challenge and goal is to take the thousands of $20 ticket buyers over the next two weeks, and convert them to higher price ticket buyers throughout the rest of the year that will increase the overall growth of our industry.
20at20 is the Off-Broadway version of a pharmaceutical company giving a doctor samples of a new cholesterol drug, or a soft-drink company giving away beverages on the street, or Gillette sending me a Mach 3 razor (with only 1 blade) for free.
It’s what Captain Andy does in Show Boat. He gives away just a “sample” of his show on the street and that watches the audience file in. Not too much and not too little.
How do you sample?
Oh, and take these 2 weeks to see an Off-Broadway show, even if it’s not one of mine. Visit www.20at20.com to get the full list of shows and additional information on the program.
And while you’re there, sign up to get email updates on the program and other offers . . . and to see just how we try to convert you to a higher price ticket throughout the year. 😉
P.S. I’ve been shaving with a Gillette razor ever since that box with the Mach 3 arrived at my door 7 years ago.