Singin’ your way to the top!
A rather famous musical theatre performer was quoted in an article last week saying ‘Audiences no longer want to come out of musicals humming the tunes, they want to go in humming them’. I’m not sure I agree and I think The Production Company are proving them wrong . . .
The Production Company are launching their second show of 2013 this week, Singin’ in the Rain. And no doubt audiences will go in to the theatre humming the tunes as they are all so famous and well-known. But I don’t think that is the reason why the limited run is SELLING FAST!
When deciding whether to engage with a musical, concert, film or even a single song from iTunes, there is one thing that all consumers are looking to do . . . Decrease Risk. There is naturally a lot of risk when purchasing a ticket to a musical due to the high price and the uncertainty whether you will enjoy the show. But there are a couple of things that The Production Company do to decrease this risk which means all their shows are immensely popular.
Jeanne Pratt believes that everybody should have access to high-quality theatre, and as a result the ticket prices for The Production Company are often more manageable than other commercial theatre offerings around Melbourne. So, not only does this decrease the risk associated with paying a high price, but it also emphasises inclusivity and the fact that everyone will enjoy the show.
I have talked about the importance of big headlining celebrities for bringing new fans to the theatre, but there is a second reason why it is good to have a well-known name on the promotional material. That’s right, it decreases the risk!
The current cast of Singin’ in the Rain features a wide variety of well-known and talented musical theatre celebrities such as Christie Whelan-Browne, Rohan Browne, Matt Lee and Alinta Chidzey. Chances are everybody has seen at least one of these people before. Whether it was in A Funny Thing Happened On The Way To The Forum, The Importance of Being Earnest, Mary Poppins or even Channel Ten’s So You Think You Can Dance, it doesn’t matter. What does matter is that the risk of not enjoying the show decreases dramatically when you know you are in the experienced and talented hands of these performers.
Let’s face it, you ask someone in a football crowd for the name of a musical and they are probably going to say Singin’ in the Rain! The musical has a very well-known brand. And compared to a new experimental play or art installation where there is a much higher risk of not enjoying the show, Singin’ in the Rain is right at the other end of the spectrum. It’s reputation precedes it, and audiences know that they will definitely enjoy the musical – which makes them much more likely to buy a ticket.
And as I mentioned before, they are buying tickets. In droves.
So it is more than knowing the tunes to a show that makes people buy tickets. It is all about whether audiences can guarantee to themselves that they will enjoy the performance (which they most definitely will at The Production Company shows).
If you want to see it, check out the details below and get on it quickly before all the tickets are gone.
Dates : 21 to 25 August
Wednesday, Thursday, Friday, Saturday 7.30pm
Sunday 11am and 3pm
Where: State Theatre, Arts Centre Melbourne