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A Better Way to Paper the House

June 07, 2008 By: Nick Keenan Category: Teachable Moments, Tools

It’s no secret that early word of mouth is the key to a successful run. That’s why it’s a common business practice to fill the house with all your friends and industry folks that first cobwebby week of a run, so that the engine of buzz can get primed. Except there’s a pretty major caveat to papering – the practice often floods the tank, filling the books with reservations that never show up. It’s hard to shake the assumption that theater that you can see for free isn’t theater worth seeing, and so papered seats aren’t really taken as seriously as they should be.

That, surprisingly, all changes with $1 comps. I gotta hand it here to Ken Davenport – that unsettlingly bottom-line-oriented Off-Broadway producer from the iPhone commercials (I’m personally unsure about the idea of a producer using remote technology to conveniently monitor lurker comments and feedback on fan sites and twitter those comments back to his director– but to each his own process). However you feel about his perspective, Ken certainly knows how to work an audience, and that’s worth reading his thoughts.

$1 Comps is a freaking great idea – and it’s withstood the rigors of Ken’s real-world test. It subverts the psychological damage of perception that “free theater” has to overcome – 96% of the comps in his experiment were redeemed. Yeah, that’s right – he tested the idea, collected data on it, and executed it. Remember we were talking about that? He’s also identified ways of making the $1 comp practice better next time around – by reducing the workload on the box office, for instance. Worth a look!

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