Dra­ma­works aims to grow, di­ver­sify au­di­ence

Palm Beach Daily News - - FRONT PAGE - By JAN SJOSTROM

Palm Beach Dra­ma­works had a lofty goal when it chose Sweeney Todd: The De­mon Bar­ber of Fleet Street as its sum­mer show.

“I think we have the op­por­tu­nity to make Sweeney Todd the event of the sum­mer,” Wil­liam Hayes, pro­duc­ing artis­tic di­rec­tor, said two months be­fore the Stephen Sond­heim mu­si­cal opened in July.

Dra­ma­works worked hard to make that so.

The the­ater created video trail­ers to pro­mote the show and stepped up its so­cial me­dia mar­ket­ing. It ex­tended its payy­our-age of­fer for pa­trons 40 and younger to all per­for­mances. It splashed the of­fer in red paint on its win­dows, posted a cos­tumed staff per­son out­side the door to hand out cards pro­mot­ing it and mounted a pop-up teaser dur­ing Clema­tis by Night.

Hayes rea­soned that the thriller had cross-gen­er­a­tional ap­peal, but his real tar­get was mil­len­ni­als.

Young peo­ple came in droves.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.