As producers, we often obsess over the creative side: crafting the perfect script, assembling a stellar cast, and rehearsing until the performance shines. But after 20+ years in the industry, I’ve learned a harsh truth: all of that is easy compared to getting people to actually show up.
Let’s be honest, filling a theater is like a real estate transaction – you’re essentially subletting one seat at a time. So, how do we turn those empty seats into a packed house, especially for smaller productions and one-off showcases?
The Four-Week Countdown: Laying the Groundwork
- Ticketing: Set up your online ticketing platform early. There are plenty of user-friendly options out there (Eventbrite, Brown Paper Tickets, etc.).
- Initial Buzz:
- Draft a simple press release announcing the show and share it widely.
- Get flyers printed and post them in relevant locations.
- Start building anticipation on social media with posts about the show.
- Send a personal email blast to your friends, family, and network.
10 Days Out: The Hard Sell
- Mobilize Your Team: Have your cast and crew do the same outreach you’ve been doing. The more people spreading the word, the better.
- Refine Your Press Release: Update it with more show-specific details and send it to a targeted list of industry contacts (agents, casting directors, booking agents, etc.).
- Invite Everyone: Don’t be afraid to cast a wide net. Even if someone can’t make it, they might share the info with someone who can.
The Daily Grind: Social Media is Your Friend
- Post, Post, Post: Share photos, videos, and behind-the-scenes glimpses of your cast having fun.
- Tease the Fun: Give people a taste of what they can expect at the show. Be silly, authentic, and let your personality shine through.
- Reels and Shorts: Short-form video content (under a minute, even under 15 seconds) is incredibly effective for grabbing attention on platforms like Instagram and TikTok.
Remember:
- Theater is a Business: Treat it like one. Marketing and promotion are just as important as the artistic elements.
- Every Seat Counts: Each ticket sold is a small victory. Don’t underestimate the power of word-of-mouth and personal connections.
- Have Fun! If you’re not enjoying the process, it will show. Let your enthusiasm for the show be contagious.
By following these strategies, you’ll be well on your way to turning those empty seats into a full house and creating a memorable experience for both your audience and your team.
