amdram.co.uk

Herewith some random, but hopefully useful, thoughts based on my own experience of attempting to lure the public into theatres both amateur and professional.

During the 13 years that I worked full-time in a professional theatre building, constant surveys of audience habits were made. Each time, the same answers, as to why people did or didn’t come to the theatre, kept appearing. Some of these were more useful than others, in terms of what can be done in the amateur theatre, but generalisations can be drawn. One of the most telling aspects of these surveys came to light when people were questioned not as they came and left the theatre, but at random, out on the streets.

These questionnaires established that, of that particular local population, only about 3% went to see a theatre show on a regular (2/3 times a year) basis. If this figure is used as a pessimistic bottom line, then an amateur company performing in a village of, say, 500 people, is, without working very hard on publicity, only going to get about 45 people from that village to watch them! For most societies, that’s not the case, of course, but it does show what efforts need to be made to sell a show!

These surveys also showed that about 30% of all audiences came as a result of receiving a BROCHURE, enabling them to plan to come well in advance; then most needed to be reminded via a mailshot nearer to the show’s date. This, of course, means that they were either on the MAILING LIST, or that they picked up the brochure at a shop, hotel, pub, library, etc. POSTERS were very low-scoring on the surveys, though striking ones were effective as reminders, and outstandingly bold, provocative and colourful posters were at least remembered.

The local press is another useful channel for communication. Newspapers and their readers love a good ANGLE attached to any news (good or bad!) about a production, and some of the most effective publicity via this medium relates to last-minute “panics” about a prop for a production, or a human-interest line about one or more of the actors! (If there isn’t a story, make one up!) A lively-looking photograph can often get you into the local “rag” – but it doesn’t matter HOW, just make sure you’re in there!

Most local radio stations are itching for news. Again, give them a story, an angle, not just listing material! Make it easy to buy TICKETS, and give a good service in this respect. Make all instructions as to payment, collection, etc., clear.

Remember that word of mouth can be a very strong factor in selling tickets – so give your first-night audience as near perfect a show as you can. That includes the way the audience is parked, seated, sold drinks, dealt with by the box office, the ambience of your performance space, the giving/selling of informative and entertaining programmes, and the quality of their sightlines to the stage. Make it an event, an enjoyable night’s entertainment and, as they leave, talk to them, THANK them for coming, and LISTEN to, and learn from, any comments they make!

This has become a bit of a machine-gun list, but there’s so much that a society can do to entice the punters in. Just a couple more things. You should carefully consider the starting times of performances, and make informed choices when programming (ie thinking about the kind, quality, and variety of the plays that you intend to offer to the public.) Will your patrons, for example, come to see: FARCE, COMEDY, MUSICALS, PANTO, WHODUNNITS, LOCAL HISTORY OR INTEREST PLAYS, SERIOUS PIECES, CLASSICS, ADAPTATIONS? The answer to all of these is probably “Yes”! The truth is, you can produce almost anything you like, AND get an audience for it, if you go about it in the right way. GO FOR IT!

Roger Parsley is a very experience director and writer and has worked with both amateur and professional companies.