The Whole Is Greater Than The Sum Of Its Parts

Every organisation, event and celebrity spends a lot of time building their social media. It is not a physical example of popularity, it is also one of the best ways to build a personal relationship with fans and followers. But the theatre is about to enter uncharted social media territory . . .


Every show has a social media account nowadays. In fact, it is part of the necessary start-up kit for any new show hitting a major stage around the world. It allows the show to keep their interested audiences up to date with the latest ticket releases, backstage shenanigans and sneak peeks which all help to strengthen their relationship with the show (and hopefully encourage them to share these communications with their networks).

But what about when a show closes?

When a show finishes its run, usually the accounts go dormant. No one is being paid to keep posting material and there is much less material that is post-worthy. But you have an interested audience just waiting to consume more information about the show . . . what a waste to leave them hanging when there are so many more advantageous things to do with this group of people!

Now, more than ever, it is important to keep these people interested and there are two reasons why.

Number 1? Revivals.

We have always thought of revivals as bringing a show from the 1900s and bringing it back to the stage. Usually the original run was back in the 60s or 70s (or even earlier for Rogers & Hammerstein) and it now has a renewed political or social significance which prompts a return to the stage. Existing social media isn’t really of much use to these productions because the flower power generation weren’t big on digital tweeting. But recent revivals are getting pretty close to the tech-savvy generation.

Rent made an off-Broadway return after closing in 2008. Spring Awakening is back after an acclaimed run from 2006 to 2009. It is only a matter of time before original productions with a strong social media presence make a return . . . and it is the followers of that original social media account who you want to speak to again!

Number 2? Travel.

Travellers are looking for entertainment to fill their days. The first thing that most people do when they arrive in a city is check out the advertising for What’s On. It could be a sports match, a tourist attraction, an arena rock concert or even a show. Tourists have 16 hours of their day to fill with fun and memorable entertainment experiences. So if a touring company of Wicked, for example, is playing then passing tourists who have loved the show elsewhere may book in some more tickets to relive the experience. But how would they know it was on?

CATS the Musical has the solution to both of these issues. Rather than having production specific social media accounts like most shows, this long-running production has one global account on each social media platform and it covers content from every professional production currently circling the globe. This means that it creates an international community around the show which alerts potential audiences when a production is coming by their area, always has exciting content to post and (most importantly) keeps this captive audience in one place ready to see the production again!