The world of theatre is one of the most dynamic, ever-evolving art forms, with performances that can challenge perceptions, inspire creativity, and offer a mirror to society. But while the production itself — the acting, direction, set design, and more — may captivate the audience, none of it matters without an audience to begin with. This is where theatre publicity steps in. Theatre publicity is not merely about putting up a poster or running a few social media ads; it is about creating an entire narrative around a show, building excitement, and engaging with audiences on a deep emotional level. When done well, theatre publicity can elevate a production, drive ticket sales, and leave a lasting impact on both the audience and the cultural landscape.
Publicity is a critical component of the theatre industry, often making the difference between a sold-out show and a struggling production. It is the art of getting the word out and ensuring that the right people, the right audience, hears about the performance and wants to be part of the experience. Whether for Broadway, the West End, or an indie production in a small community theatre, theatre publicity plays a vital role in shaping the success of a show. In this op-ed, we’ll look at how publicity in the theatre industry can be done well, examining specific examples of successful campaigns and strategies that have captivated audiences and delivered results.
The Foundations of Effective Theatre Publicity
Before diving into specific examples of successful campaigns, it’s essential to understand the core elements of effective theatre publicity. Publicity in theatre is multi-faceted, combining traditional media outreach, digital marketing, and experiential engagement. The goal is to create buzz, generate word-of-mouth, and build an emotional connection between the production and the potential audience.
Key components of successful theatre publicity include:
- Crafting a Compelling Story: Publicity isn’t just about selling tickets; it’s about selling an experience. The narrative surrounding the production must resonate with the audience, highlighting the emotional stakes, the uniqueness of the show, and what sets it apart from other productions.
- Media Outreach and Press Coverage: Theatre PR professionals build relationships with journalists, critics, and influencers to secure valuable press coverage in major publications, local outlets, and online platforms. Reviews and features can make or break a production, and the right press exposure can drive significant ticket sales.
- Leveraging Social Media: Social media is indispensable in modern theatre publicity. It provides a platform for real-time interaction with potential ticket buyers, an outlet for behind-the-scenes content, and a way to cultivate anticipation before a show even opens.
- Celebrity Endorsements and Influencer Partnerships: Theatre often draws on star power to increase visibility. Engaging a celebrity or influencer to attend, promote, or endorse a production can lead to significant public interest.
- Grassroots Engagement: In addition to big-ticket media buys and social media campaigns, grassroots efforts can often make a massive difference. Building relationships with local communities, schools, and groups ensures an engaged audience that is emotionally invested in the success of the show.
Case Study 1: “Hamilton” and the Power of Word-of-Mouth Publicity
One of the most remarkable examples of theatre publicity in recent years is Lin-Manuel Miranda’sHamilton. When Hamilton premiered in 2015, it was far from the guaranteed success it became. Despite its heavy reliance on hip-hop, its unconventional format, and its unique portrayal of American history, many critics were skeptical. But the show’s publicity, executed flawlessly, helped it become one of the most talked-about productions of all time.
What made Hamilton’s publicity campaign so successful?
- A Cultural Phenomenon: From the outset, the production’s marketing focused on creating a cultural moment rather than just a commercial endeavor. The musical’s fresh take on history, its diverse cast, and its use of hip-hop resonated deeply with a wide range of people, attracting a diverse audience. By framing Hamilton as more than just a Broadway show — but as a movement in its own right — the publicity team capitalized on the conversation that was already happening in the cultural zeitgeist.
- Celebrity Endorsements: Hamilton didn’t just have celebrity endorsements; it became a cultural event that celebrities wanted to attend. When high-profile figures such as Barack Obama, Oprah Winfrey, and celebrities from the world of entertainment, sports, and politics attended the show, their presence helped to propel the buzz surrounding it. The photos of them attending the show and their subsequent endorsements on social media became invaluable forms of organic publicity.
- Social Media Savvy: Miranda and the production team expertly harnessed social media to engage with audiences. Hamilton’s Twitter and Instagram accounts kept fans engaged by sharing memes, quotes, behind-the-scenes footage, and videos of fans performing their own renditions of songs. The hashtag #Ham4Ham, which originally showcased free mini-performances for people waiting in line for tickets, turned into a viral sensation, further building excitement and anticipation for the show.
- Critics and Reviews: Positive reviews from major publications like The New York Times and The Washington Post added a layer of credibility and helped fuel ticket sales. Critics weren’t just talking about Hamilton in terms of its entertainment value; they were positioning it as a revolutionary show that was changing the face of theatre.
The key takeaway from Hamilton’s publicity success is the power of building a larger cultural narrative. It wasn’t just about the production; it was about positioningHamilton as something that transcended the typical Broadway show, something that would leave a lasting legacy. The publicity campaign recognized that to succeed, it needed to become a social and cultural event, not just an entertainment product.
Case Study 2: “The Book of Mormon” and the Role of Controversy in Publicity
Another example of theatre publicity done exceptionally well comes from The Book of Mormon, a musical created by the creators of South Park, Trey Parker and Matt Stone. Premiering on Broadway in 2011,The Book of Mormon quickly became a smash hit, and its publicity strategy played a significant role in that success.
- Leveraging Controversy: The creators of The Book of Mormon leaned into the controversy surrounding the show’s subject matter — a musical about Mormon missionaries in Uganda, filled with irreverent humor and satire. Rather than shy away from criticism, the production team embraced it, positioning the show as bold, daring, and boundary-pushing. The publicity strategy made it clear thatThe Book of Mormon wasn’t for the faint of heart, generating curiosity and encouraging people to buy tickets simply to see what all the fuss was about.
- Broad Appeal: While the show’s premise was controversial, the marketing emphasized its broad appeal. It was marketed as being for everyone, not just Broadway regulars or theatre buffs. By creating buzz around the irreverent humor and shocking content, but also highlighting the show’s musical numbers, infectious energy, and broad comedic sensibilities, the publicity team ensured that audiences knew the show was more than just edgy satire — it was a hilarious, high-energy musical experience.
- Word-of-Mouth and Social Media Buzz: While The Book of Mormon had an unmistakable level of media attention, it was word-of-mouth that helped the show maintain momentum after opening. Audience members who were initially drawn in by the buzz and controversy came out of the show recommending it to friends, generating organic publicity. The show’s success was also fueled by viral content, such as clips from the musical being shared on social media platforms.
- Celebrity Testimonials: In addition to positive reviews, The Book of Mormon received glowing endorsements from celebrities and cultural figures, including talk show hosts, actors, and musicians. These endorsements helped solidify its status as a must-see event and pushed it further into the mainstream.
What stands out from the publicity campaign for The Book of Mormon is the strategic use of controversy. Rather than shy away from the edginess of the show, the marketing team leaned into it, creating a narrative of a show that was unafraid to tackle tough subjects with humor. By emphasizing this boldness, and positioning the show as groundbreaking, the publicity campaign not only attracted theatre-goers but also ensured its longevity on Broadway.
Case Study 3: The Publicity Strategy Behind “Sleep No More”
When Sleep No More, an immersive theatre production created by Punchdrunk, opened in New York City in 2011, its unique approach to storytelling and performance necessitated an unconventional publicity strategy. Rather than relying on traditional advertising methods, the production used its very concept to generate buzz.
- Creating Mystery and Anticipation: From the outset,Sleep No More embraced mystery. The production’s promotional materials provided only limited information — no clear description of the show’s plot, no details about its performances. Instead, the team cultivated an air of secrecy, leaving potential audience members intrigued by what the show could be. This created an atmosphere of anticipation and curiosity before the first performance even began.
- Engagement Through Immersive Experiences: The show’s immersive nature — where audience members walked through a labyrinthine set, interacting with the actors and the environment — meant that the experience itself became part of the marketing. The buzz around Sleep No More was amplified by its very format, which encouraged audience members to share their experiences through social media and word-of-mouth. Every performance was unique, and people couldn’t wait to talk about it afterward.
- Exclusive Invitations and Guerilla Marketing: The marketing team for Sleep No More also engaged in guerrilla marketing tactics. Invitations to performances were exclusive, creating a sense of privilege for those who were able to attend. The show’s social media accounts shared cryptic messages and snippets of content that only deepened the mystery surrounding the production, fueling more buzz.
Sleep No More’s publicity strategy is a great example of how creating an immersive, exclusive experience can fuel the narrative around a show. By making the performance itself an integral part of the publicity, the production encouraged audiences to be a part of the story and share their experiences, which in turn generated excitement and intrigue.
Theatre publicity, when done well, goes far beyond simply selling tickets. It involves crafting a narrative that resonates with audiences, generating buzz, and building anticipation in ways that transcend traditional marketing methods. The examples of Hamilton, The Book of Mormon, and Sleep No More demonstrate that the key to successful theatre publicity is to tap into the emotions and curiosity of potential audience members, whether by creating a cultural moment, leaning into controversy, or cultivating a sense of mystery.
As the landscape of theatre continues to evolve, the role of publicity will only become more critical. With so much content competing for attention, the ability to craft a compelling, unique narrative is essential for any production that hopes to thrive in an increasingly crowded market. Publicity isn’t just about getting the word out — it’s about telling a story that captivates the audience before they even set foot in the theatre. When executed thoughtfully, theatre publicity has the power to shape the success of a production and ensure its place in the cultural zeitgeist.
