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HOW TO SELL OUT
YOUR THEATRE WITH LAZER
VAUDEVILLE
A STEP-BY-STEP GUIDE TO USING OUR PUBLICITY MATERIALS
write a feature story. If they are too busy
DEMOGRAPHICS to do one from scratch, our 2-page press
The following techniques are based on
release is designed to be printed as an
years of experience in selling our show
article; just be sure to fill in the blanks
and attracting audiences across the
with the correct information before
country and abroad. From 2000-plus seat
sending it.
houses like the Rapid City Civic Center
HISTORIC VENUES: Suggest the
and the Bushnell Auditorium in Hartford,
return of vaudeville to the vaudeville
CT, to smaller theatres like the Ruffin in
house as an angle for the story. If there is
Covington, TN and the Panida in
to be an Arts-in-Education school
Sandpoint, ID, as well as international
presentation, or a 50 minute performance
theatre festivals in Bermuda & Hong
this makes a great live photo opportunity
Kong, these techniques have yielded
and gives the reporter a chance to see
many sell-outs.
excerpts from the show & ask the kids
Lazer Vaudeville has a universal
about it. In addition to the feature article,
appeal to all types of audiences. Our
find out who writes the Event Listing;
marketing surveys have shown that we
talk to that person and ask if they can run
attract not just children, but the entire
a photo. Make sure they have the correct
family. Seniors also appreciate the
dates & info; the PSA can be used as an
vaudeville roots and remember the acts
event blurb. Do not assume that the
they saw in their younger days.
different sections or reporters at a paper
NEWSPAPERS will share the same materials; treat each
Lazer Vaudeville always makes a as a separate contact. Let reporters know
great story because of its novelty and about our home page on the internet:
visual appeal. Before sending materials http://www.lazervaudeville.com
to a publication, call to find out who will PHOTOS: Try to get our color
cover it and be sure to speak to that slides printed whenever possible. They
person. It is usually a feature writer who are more eye-catching, and usually ensure
covers Arts & Entertainment; there may better placement within the paper (i.e.
also be a section for Lifestyles, front page or cover of section).
Education, Family or Special Events. Let Sometimes papers are reluctant to use
them know what materials are available, color because they need slides rather than
ask if they would be interested in doing a photos, so point out that our 4-color
phone interview with the performers, and slides are ready-to-print. If the reporter is
offer them comp tickets to the show. not sure, tell them you will send the color
Leave your number so they can call if slides and they can be printed in black-
they have questions or need a quick and-white if necessary. We also have
quote. If they say they can only do an black-and-white glossy prints. Both
event listing, find out who can actually slides and prints come with a caption
sheet; the same shots are available in staff will be given some comp tickets. In
each format. return, they will double their advertising
FOLLOW-UP: After the materials of the show.
have been sent, it is essential to make
follow-up calls to be sure they have RADIO
reached the right person. Ask the PSA: Start by calling the
reporter when they are planning to run the appropriate stations and ask who is in
story & remind them about the dates. charge of reading PSA’s (Public Service
Often there is an Entertainment or Announcements). Fax or send the 1-page
Lifestyle section once a week; find out PSA to this person’s attention. Ask if
when and be sure it runs in time (if the there is also a calendar listing of events
section or listing comes out on Sunday and fax or send the PSA to this person as
and the show is on Friday, it should run well.
the week before). The more notice you TICKET GIVE-AWAYS: Talk to
have given them, the better the chance of the person who does ticket give-aways
high-profile coverage. Some of our best and offer them pairs. The station should
color spreads were arranged months in keep a list of the winners and fax or send
advance. At the same time, if the it to the box office. Winning patrons
materials were sent far in advance, it is should be instructed to pick up their
especially important to remind the tickets at the box office at least 15
reporters as the date approaches. If they minutes before the show starts; after that
would like to do a phone interview, call they may be sold. This method prevents
our office staff and leave the name, unused tickets from decreasing your
telephone # and possible appointment sales. Be sure to double-check that
times so the performers can call in from PSA’s and ticket give-aways are being
the road. done in a timely manner to make the
NEWSPAPER AD: We have an advance publicity effective.
85-line screen ad complete with a photo INTERVIEWS: The cast may visit
of the dragon. Just insert the show the station for interviews if time permits,
information in the blank and the ad will or else do interviews over the phone. To
be ready to print. Coupons may also be set up a phone interview, leave the
printed as ads (see “SCHOOLS”). Be contact name, telephone #, and possible
sure to confirm with the paper which appointment times with our office staff so
dates it will run and in which section (it the performers can call in from the road.
should appear with the Entertainment, CO-SPONSOR: One key station
Movies or Events, not Real Estate). may be chosen as CO-SPONSOR. The
Check the paper on the first date to be station’s logo will be imprinted on all
sure the ad is appearing as it should; if fliers, posters, and programs, and 10
not, call to correct it and get some free tickets will be given away in pairs. In
advertising to make up for the error. return, the station doubles their
CO-SPONSOR: One key advertising of the show.
newspaper may be chosen as the co-
sponsor if the editor agrees. The
newspaper’s logo should be imprinted on
TELEVISION
all fliers, posters, and programs, and the
Lazer Vaudeville 631 Spruce St. Boulder, CO. 80302-5017 USA
PHONE 1-800-206-1008 or 303-413-8116 FAX 1-800-884-3876
e-mail lazervaudeville@earthlink.net
Home Page Address: http://www.lazervaudeville.com
PRE-TAPED FOOTAGE: We can posters, fliers, and Study Guide. A
provide pre-taped 30-second spots in coupon entitles a student to free
addition to a 30-min. documentary on the admission if accompanied by a person
show. Local cable access stations will paying the adult price (one student per
often run the documentary for free as it is paying adult). While this lowers per-seat
ready-to-air. Find out which formats they income, it raises the gross by attracting
use so we can provide the correct one more people to the show and is in our
(3/4- inch, Super-V, Beta, etc.). Be sure experience a good investment! Schools
that the spot or documentary gives the interested in our residency program
show dates, locations and ticket should contact the Lazer Vaudeville
information as this is not included in the office.
original. Make sure the station knows the STUDY GUIDE: For bus-ins,
dates so that the spots air in advance and schools should be given our 4-page Study
in appropriate time slots for a family Guide for Teachers, complete with photos
audience. and a quiz. It covers topics such as the
LIVE APPEARANCES: A press history of vaudeville and the science of
conference/demo with the cast can be lasers, and is appropriate for all age
arranged at the theatre during set-up; if groups. Teachers should receive the
this happens on the day of the show at 1 guide in advance so they can use it both
or 2pm, it often makes the news that before and after the show.
evening. Notify our office in advance so FLIERS: The color fliers given to
we can plan the set-up accordingly. For schools should be imprinted with the
historic venues, a good angle is the return words “4-page Study Guide available.
of vaudeville to the vaudeville house. If For more information on our Arts-in-
there is a school presentation or matinee Education programs, see our home page
leading up to the evening show, this on the internet at:
makes a great live shot as well; be sure http://www.lazervaudeville.com” This
the camera person gets a copy of the PSA way teachers know about the guide and
so the show info airs with the spot. Offer can ask for it if the principal forgets.
them comps to see the show.
CO-SPONSOR: One key POSTERS &
television station may be chosen as co-
sponsor. The station’s logo should be
FLIERS
imprinted on all fliers, posters, and Our 4-color posters and fliers are
programs, and comp tickets can be given great attention-getters. Do not
to the station. In return, the station will underestimate the importance of
double their advertising of the show. postering, especially in medium-sized
towns. Stores that cater to families,
students, teens or tourists are best.
Leaving coupons on the counter makes it
SCHOOLS more attractive to shop-owners.
COUPONS: Coupons are designed Postcards are also available for mailing
for the Arts-in-Education program but lists.
can be distributed independently to IMPRINTING: The posters and
elementary and high schools along with fliers contain a white space at the bottom
Lazer Vaudeville 631 Spruce St. Boulder, CO. 80302-5017 USA
PHONE 1-800-206-1008 or 303-413-8116 FAX 1-800-884-3876
e-mail lazervaudeville@earthlink.net
Home Page Address: http://www.lazervaudeville.com
for show info. This should include the for matinees when weather—sun or
name and address of the performance snow—may discourage day-of-show
venue, dates, times, ticket prices, box sales. A special for rate for children and
office phone #, alternate ticket outlets, seniors is advisable.
co-sponsors’ logos if appropriate.
SUBSCRIPTION SERIES COUPONS
If you publish a newsletter or We can provide a one-page slick of
brochure, a photo with a blurb about the coupons designed for use in the school
show always helps, especially to those system. They entitle students to free
patrons unfamiliar with the genre. admission to the show if accompanied by
a person paying the adult price. As
BOX OFFICE specified on the coupon, it is good for
The box office should have our flier one student per paying adult. You will
posted as well as our show-description need to insert specific show information
sheet; this gives them some quick phrases (venue, dates, times, ticket prices, box
to give the callers who ask what the show office phone #) and xerox the sheet,
is about. The people selling tickets preferably on brightly colored paper. The
should see the 6-min. promo video if sheet contains 4 coupons, each with a
possible; this allows them to sell the different picture. When giving them to
show more effectively to ticket-buyers. elementary and high schools, it is best to
Our student coupons can be used as drop them off with the principal, along
handouts; white out the coupon info and with some posters or fliers, rather than
insert the show dates, times, ticket prices just sending them or leaving them with a
& box office phone #. secretary who may not know what the
LOBBY show is about.
Coupons may also be used as box-
Hang posters prominently in the office handouts, and they may be left on
lobby and put fliers on the tables with up- store counters when posting fliers.
coming performance brochures. Put
LAZER VAUDEVILLE on the marquee HOME PAGE
in advance if possible; use both words in http://www.lazervaudeville.com
the title to maximize draw. If you can set Our web site on the internet contains tour
up a video monitor in the lobby and run schedule, ticket info, box-office #’s,
the promotional tape when people are Study Guide & Arts-in-Education
passing through, it always helps. A overview, press release, PSA, radio add,
“loop” video which will play the tape tech rider , program copy & performer
continuously for 2 hours is available upon bios, and much more. A special section
request. is formatted as PRINTABLE
DOCUMENTS you can use.
TICKET PRICES
Incentives for advance ticket
purchases (i.e. small discount or group
sale) are always a good idea, especially
Lazer Vaudeville 631 Spruce St. Boulder, CO. 80302-5017 USA
PHONE 1-800-206-1008 or 303-413-8116 FAX 1-800-884-3876
e-mail lazervaudeville@earthlink.net
Home Page Address: http://www.lazervaudeville.com
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