When celebrities go ‘Kinky’ . . .

We know that when celebrities are caught drinking a brand of soft drink or sporting a brand of clothing the sales go through the roof. But does that work for theatre . . .

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I was browsing through the recent articles on Broadway.com and came across a recent photo gallery of Ricky Martin’s visit to the new musical Kinky Boots (Click here for the full article). My first thought was of the obvious boost in sales that this publicity stunt would elicit as Ricky Martin fans would rush out to buy tickets to the show that he just saw. But this purchase is a little different to the usual $3.50 can of soda or $30 t-shirt. So my question is whether Ricky Martin’s appearance would encourage you to part with a significant sum of money to see Kinky Boots?

While I like Ricky Martin, I am not a die-hard fan so this stunt didn’t have much of an impact on my bank account (It also helps that I am 13,500 kilometers away from Broadway!). But thinking about it, I wouldn’t imagine that there were many NY-based Ricky Martin fans who heard about this story and rushed to Telecharge.com as for the same price you could buy his entire discography!

The people it might influence are those Ricky Martin fans already tossing up which show to see. These people are already willing to pay the price of a theatre ticket and would be swayed by Ricky Martin’s opinions – if they weren’t already going to see Kinky Boots to start with.

While targeting the Ricky Martin fans may be a nice bonus, I think that the real reason behind the stunt is much simpler . . . headlines.

This story is a win-win for both parties. Kinky Boots gets to the top of the news section on the major Broadway website and Ricky Martin gets closer to his return to Broadway by developing his profile with Broadway audiences.

What do you think are the benefits of this kind of publicity? And whose sales do you think will rise more – Kinky Boots tickets or the entire discography of Ricky Martin?

Tell me your thoughts!

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