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Bakersfield Theatre (1): Performer - Audience Rapport
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Posted by mysoulishome Mon Jul 31, 2006 10:53:12 PDT
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0 responses 4 comments This is part 1 in a multi-part series of discussions on the state of live theatre in Bakersfield by local thespian and educator Rob Long. It is our shared purpose that this series should inspire dialogue and improvement in the areas discussed and be contructive in nature. You can contact Mr. Long on myspace by clicking the link in his name above. If you would like to publicly contribute to this discussion, feel free to email your thoughts to me at aaron@theatreaddict.com

(Disclaimer: This blog is not meant to be inflammatory. I am not trying to start any flame wars, or stir the pot with any of the parties that may be discussed in this series. Some of the statements may be controversial, and you may disagree with them. They are not meant to be personal attacks, and I'd appreciate it if, if you choose to respond, that you not make any personal attacks by way of rebuttal... That said, I invite healthy, open discussion and debate that is intended to diagnose problems, become aware of the strengths and flaws of Bakersfield theatre, and actually develop realistic shared ideals about where to go and how to improve the arts community here in our corner of Oklahoma West. This blog is meant to be positive and constructive. Help a brotha out here.)

So, I did a scene a few weeks ago, against the backdrop of the Empty Space's production of Last Meeting of the Knights of the White Magnolia. Their set includes a big wooden cross with lightbulbs in it, and we used it in a scene where we crucified Mr. Wizard. The scene's hard to explain, but during it, I ended up playing an audience member who decried the evolution of television as taking the live theatre experience out of the hands of the public. I made a speech on audience member - performer dynamic and rapport, and even though Chan called it "preachy," several people named that scene as their favorite of the show, and a couple people asked me to say more on the subject. So that's where this rant comes from.

Funny thing - I also had a conversation via IM with a friend back in October over the topic of local theatre - it would have made a great Prologue to this entire series... but when I asked him if I could publish it, he said no... and last month he said "I should have let you publish that." Argh. Ah well... maybe he'll chime in here...

Enough stalling.

Live theatre is dying. Entertainment is ubiquitous, and with technology advancing, there is less and less reason to leave the environs of our own homes. When we can make our home into a theatre quality experience, without the distractions of annoying audience members, poorly focused projectors, bad sound systems and whichever chair we choose to sit in, what is the point in going to even a movie theatre, much less a live theatre performance?

Live theatre is a tertiary choice for entertainment. We're not even second rate at this point - we're third rate. The first line is the home entertainment experience. As box office numbers indicated through all last year, interest in the movie theatre experience is faltering, if not fading. We used to make sure to see certain movies big and loud, on the monster screen, but now we can stay at home and have a similar, and more comfortable experience. So between television programming, DVR, DVD, our own kitches, our own couches, and the comfort of doing or saying whatever we want - our home is the location of choice for entertainment these days.

Second choice is the movie theatre. It's big. It's loud. It's a great escape, as long as people aren't talking too loudly, or kicking your seat, etc.

There are so many reasons to choose home entertainment or the movie theatre - you can flip on the TV and get free entertainment any time - why pay? Television and movies generally have high-quality actors, professionally written stories, and production value you can count on - where does live theatre compete against this? Where is the need for the product?

This is a marketing question that we are failing to address on its most basic level. There is no demonstrated NEED for the product in the marketplace, and without trying to CREATE a need for the product, live theatre will continue to see diminishing returns. The main people that go to shows these days, particularly here in Bakersfield are 50 ... look around at the crowds you see in the theatres you attend. Most of the crowds are people who grew up valuing live connection more than technology. Today, we are indoctrinated into TV, Movies, and the Internet, and insulated from the connection between audience and performer by the technology.

One of the reasons I wanted to write this series was an article that appeared in the Californian, last year I think, in which Danielle Belton talked to Jim Filibrandt, Emily Thiroux, David Lollar, and a few other people. While I like Belton's writing, the column inch limitation of the print media kept that article from being terribly in depth, and when Lollar made some comments regarding the theatre community, people took offense, and we all found ourselves unable to explore the issues. Now I'm not looking to light that firestorm again - I just want to dig deeper, go further, and honestly get a dialogue going that stands a chance of making the theatre and artistic community flourish in this town - to ingrain live performance in the necessities of the culture - to create the marketing NEED that makes people understand why they should flock in droves to see live theatre before they shell out nine bucks to see the latest crappy popcorn muncher at the movie theatre.

Lollar spoke about audience development - how for every dollar spent on production, he would also spend a dollar on audience development. And in the furor over whether or not artists are emotional people, with very incestuous sexual experiences within the community, trading significant others and whatnot, that EXTREMELY important point was lost.

Our audience does not understand why they should support live theatre. We have not created a need in this community for it. And therefore, our audience is a limited pool, divided shallowly between theatres, and diminishing while we all fight and claw for a larger share of that pool. The real estate market is booming - houses are going up and people are moving here in record numbers. So why doesn't any of that translate to the live theatre industry?

Marketing. Audience development. Creating the need. Sadly, most of us artistic types don't know how to do that. We know how to put on a show, but in the past, having a business mind about running our theatres has come second to artistic integrity, and that is a recipe for diminishing returns and ultimate failure. But we'll get into that later - it's a debate Jamie and I have been having for over 15 years - I'll get back to it.

There is one thing that live theatre has that no other theatrical entertainment form has, and it is SO easy to explain to people.

As you may have surmised from the title of the blog, the strength we have, that should be the prime focus of our marketing effort should be the rapport, the live vibe between audience and performer. We cannot defend the questions of cost, quality or convenience - certainly we lose on most of those (in general - the Empty Space has solved the cost issue, certainly), and trying to convince someone that the quality of what they will see is higher than movies or television - regardless of the fact that sometimes it IS - is like trying to sell blocks of ice to Eskimos.

But - if our attempt to sell our product was focused on that one strength that we inarguably have over all competition, we might break through. It cannot be argued that the live connection between audience and performer is a valuable thing - an irreplacable thing, a thing that cannot be duplicated. Television and movies don't respond to the rhythms of the audience - they are simply a product to be consumed. Theatre is a living, breathing thing, and - without focusing on the fact that theatre makes the audience member active, because many audience members don't WANT to be involved or think (you have to coax them to that) - audience members CAN be convinced that there is something more electrifying about connecting with a performer live than seeing one on tape.

Most people won't get this concept. The criminal part is that it's terribly easy to explain. I've explained it to high school kids, that then showed up at shows and enjoyed what they saw.

"Who's your favorite band?" (Anticipatory set, hooks the student - in this case the potential audience member.)
"Foo Fighters." (Or whoever. The answer is irrelevant, and simply serves to invest the student in the conversation.)
"Ever seen them live?"
"Oh yeah!" (If this question creates an emotional response, your audience member is primed for your close... If the answer happens to be "No," you can steer them towards ANY live act that they enjoyed. If the mark has NEVER seen ANY band live, they probably aren't potential audience anyway - cut your losses and go on to the next potential client.)
"So you know the difference between listening to a CD and seeing the band live?"
"Uh-huh." (You can even engage them in a conversation detailing the differences, to help make your point.)
"It's the same difference between TV and live theatre. You can feel what's going on when the performer is there, actually in front of you, just like at a concert."

It works. It does. Once you've created the need - once you've put live theatre on the map in a way the audience member understands, your likelihood of them showing up to your show has increased dramatically.

The rapport between performer and audience is invaluable. Comedy on TV vs. comedy live - which are you more likely to laugh at? Rapport can't be replaced.

And we don't focus on it as a motivator in the marketplace - when it is our greatest advantage.

If we don't cultivate new business by focusing on our strengths and reaching our target markets, live theatre will die out entirely, except in the places where the industry is based - New York, LA, etc.

I'll leave it there. As always, I welcome and invite healthy, positive, constructive discussion of the issue. And if you're not a theatre person? Your input is at LEAST as valuable - because YOU'RE the audience we're trying to reach. Why DON'T you go to live theatre?

Talk to me. 

-Rob Long

http://www.myspace.com/ligh...

longsword@cox.net

June 15th, 2006

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Comment From: twinkie

Unless you ARE part of the live theatre community you don't really know what you're missing out on. The "word" is not out there enough.Also, if you are not part of the "community" you don't even know WHEN you can catch a good show.... and where you perform, etc, etc.Also... I usually don't hear about what's happening unless I am specifically LOOKING for the information... which... usually I'm not. Flyers on car windshields don't work. I just throw them away... they are annoying. OR.... I'll see a poster for something that sounds interesting.. only to find out it's old information. That's one of the reasons I like Bakotopia, it's a great place to find out what's going on in Bakersfield... and the only reason I even know about some of your shows lately. Not that I've made it to one yet, but due to your constant exposure here, I might actually catch one soon. Comment From: theatreaddict

We're trying to rectify that problem wherein only theatre people know about the theatre. I'm using the web, myspace, and podcasting to create a grass roots/online effort to get more exposure for local theatre... Thanks so much for your response! Comment From: matt

Theater Addict is being added to our Bakersfieldbands.com page, under "Podcasts." #1 websearch for Bako music.. Comment From: twinkie

You're doing a great job! It worked for me! :)