Theatres Start Text Promotions

Theatres have joined the text-promotion craze that is becoming popular with music concerts. At a recent Saturday matinee of Broadway musical Spring Awakening audiences were asked to send an SMS to win the chance to go backstage, as well as get a ringtone of one of the songs and a wallpaper of the musical, reports the New York Times. The people who responded will go into a database for future promotions, and it’s hoped the ringtone and wallpaper will be “talking points” to introduce the musical to more people. So far it seems reasonably successful: “About 8.5 percent of audience members have been sending text messages in the 14 contests that the production has done so far, but organizers expect participation to reach 10 percent…For a similar promotion with a tour of the rock-oriented theatrical production Blue Man Group, an average of 16 percent of audience members sent text messages, Mr. Bazadona said.”

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