The Open Book Project

 

The Open Book Project is an idea I had to pull back the curtain on the process of marketing a theatre production. I found a theatre willing to be my guinea pig and proceeded to share the step-by-step process here on the blog.

I decided this experiment would be most useful if I selected a show that didn’t have a “built-in” audience. I wanted a tough production to market. (And I got it!) No surprise the final box office take for this run was not impressive, but the detailed look at how the marketing calendar is put together is (hopefully) helpful to see how all the promotional elements fit together.

If you’re really looking for a chance to see the steps involved in promoting a show from start to finish, then I wrote this series of blog posts with you in mind. I hope you enjoy!

OPEN BOOK ARCHIVE

• Announcing the Open Book Project
• The Open Book Project: Early Days
• The Open Book Project: Brainstorming Marketing Tactics
• The Open Book Project: Putting Together a Marketing Calendar
• The Open Book Project: 8 Weeks Out: Firing Up the Marketing Engine
• The Open Book Project: 7 Weeks Out: The Poster
• The Open Book Project: 6 Weeks Out: Talented People Investing Their Time
• The Open Book Project: 5 Weeks Out: Building Credibility
• The Open Book Project: 4 Weeks Out: Craftsmanship
• The Open Book Project: 3 Weeks Out: The People
• The Open Book Project: 2 Weeks Out: Video (and Delays)
• The Open Book Project: Opening Week Part 1: Push
• The Open Book Project: Opening Week Part 2: Getting Feedback
• The Open Book Project: 2nd Week: Triage
• The Open Book Project: 3rd Week: Winding Down
• The Open Book Project: Conclusions
• SOR 49: Beth Williams of AUP Talks About What She Took Away From the Open Book Project and Which Tactics She Used to Successfully Promote Her Latest Show