By now, if you've read my entries into this column in years past, I hope you'll forgive another entry that will address some formerly addressed topics: social media, how it can be used in theatre, and how it can attract new audiences.
Last summer, my wife and I crossed another item off of our entertainment bucket list. We finally saw Lewis Black, one of our favorite stand-up comedians, live on the stage of the Alberta Bair Theater in Billings, after having many opportunities to do so while living in Seattle and LA. He devoted a good hunk of his act to aim his curmudgeonly perspective at social media. He told of how he reluctantly created a website, with the idea of getting his fans to know his schedule and buy merchandise. Then, his publicist suggested that he should create a Facebook page ... with the idea of attracting people to his website. He capitulated, just as reluctantly. Finally, he griped that, during the tour he was currently on, a comedian friend of his suggested that he create a Twitter account. Befuddled, he claimed that he already had a Facebook page, and he begrudgingly created that with the hope of attracting people to his website. His colleague agreed, but she said that a Twitter account would help fans get to his Facebook page. In classic Black fashion, he shook his jowls and almost had a nervous breakdown in front of us.
I am on Lewis Black’s e-mail list. I have visited his website often. I ‘like’ him on Facebook, and I follow him on Twitter. It would seem that I know every professional step that the man takes, which, as a devout fan, is like the sprinkles on the frosting on the cake.
It truly fascinates me how quickly our methods of communication have changed from those of even ten years ago. Some businesses will still operate “old school” and send me postcards or letters, as I must have put myself on a mailing list years ago. While these methods are still somewhat effective (inasmuch as letting me know admission prices and performance dates), there is only so much that can be put on a card. Even now, e-mail has become somewhat archaic, as people often don’t check it, or are so bogged down with their massive inboxes that they simply don’t want to deal with the deluge.
I used to marvel at people that were such devout fans of a band or an actor, etc. that they could easily rattle off intimate details of their lives; often to the extent that they could predict what their favorite artists might be having for lunch or where they’d spend their vacations. These meta-fans used to be somewhat few and far between. But, with the advent of social media, anyone can be just as up-to-date as the next person.
I follow a lot of theatres, theatre companies, actors, designers, and arts organizations on Facebook and Twitter. I’ve been listening to podcasts and reading lots of articles about how they are evolving with these new methods of communication. Similar to how people reacted to the invention of television, a lot of these artists grumble about the newer generations’ constant state of “connected-ness;” that they are not enjoying life as it is happening in real time. But where some see detriment, others see opportunity. For example, one theatre company in North Carolina - which I follow on Facebook and Twitter - offers discounted tickets and seating for specific performances for patrons that would live tweet and/or update their status while watching the show, giving first-hand criticism. Even if the criticism is unfavorable, it's at least out there, and better yet … FREE! The company said that, despite very few complaints of the distraction of mobile devices’ screens, their younger demographic increased greatly, as did the return visits of younger people, while the numbers of the older demographic groups hardly changed at all. WINNING!
Other theatres are trying to combat recent film fads by advertising that they offer the “only true 3D theatre that has ever existed.” One article I read - via Twitter - suggested that new patrons could be attracted from the fairly recent fad of on-demand viewers (those that would rather sit at home and stream movie after movie or episode after episode of any show) by playing up the intimacy of live performance. I was impressed by this, as I have sat in the front row of many different performances, and the feeling of being in the midst of some of the most fascinating and tumultuous scenes onstage, or once-in-a-lifetime musical performances … well, it’s virtually irreplaceable.
So, what am I saying? Folks, accept that social media is a new way to communicate. If newer generations wish to communicate that way, figure out how to communicate your messages to them - you might just be able to temporarily resurrect these zombies from their digital comas with live performance. And, to the newer generations: not everything will be on Facebook or Twitter or Instagram or Pinterest, etc., etc., etc. Who knows? You might actually get to witness life as it actually happens.
If you’d like, you can follow me on Twitter (@retrosweater) to see who I follow. The Civic Theatre Guild, WYO Theater, Sheridan College’s No Frill Theatre, and many other locals have social media presence. Follow them, if you don’t already. #newfollowers!
I’ll see you at intermission … or online. :)
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