Theaters Using Text Messaging
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Currently, on Broadway, there is a magnificent show, “Spring Awakening” that has won 8 Tony Awards, and praise from all critics and theatergoers. But the really big story is about the text message promotion that is listed in the Playbill.
The flier says, “Win Your Chance to Come Backstage!” and instructs theatergoers to send the text message “bdway spring” to a five digit short code during intermission. The winner, selected at random, is sent a message in return after the show. The winner not only gets to go backstage to meet the cast, but carries with them free PR for the life of their cell phone.
Upon registering, texters receive a ring tone from a popular song in the show, and a picture from the show to use as wallpaper on their phones. Both of these, producers think, are unique conversation starters, that will serve as self-perpetuating promotion and ultimately, ticket sales.
In December 2006, there were 18.7 billion text messages sent in the US. This is nearly double the rate of 9.7 billion from the same time the previous year. This is persuasive data, but theater promoters have been wary, taking into account the horribly disruptive sound of a ringing cell phone during a performance.
“Spring Awakening” however, has the age-appropriate audience for such a promotion. The show itself is about the struggles of adolescent life and the ambiguous messages that this generation is sent by parents and by society.
Thus far, participation in the promotion has resulted in about 8.5 percent of audiences who have sent text messages in the 14 times the promotion has run. Taking into account the astounding number of text messages sent in the US, promoters see this number increasingly steadily.
The Blue Man Group, a theatrical production featuring a rock oriented musical show, has also used text messaging to promote their latest tour. The results have shown 16 percent of their audence members sent text messages in response. That figure looks much larger when you consider the group toured 60 cities, in 90 days. It works out to about 50,000 people sending a text message who attended the show, and who now how Blue Man Group somehow represented on their mobile phone.
Ringing during performances has not been a problem at this point, but it is definitely something that producers are keeping in mind. However from a marketing standpoint, the risk, they think, is worth taking.
Anthony Wayne
http://www.articlesbase.com/art-and-entertainment-articles/theaters-using-text-messaging-182545.html
8 Responses to “Theaters Using Text Messaging”
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October 26th, 2009 at 10:41 am
Should public cellphone use be banned in some places?
Don’t you hate it when you’re driving down the street and there is a car in front of you driving 15 mph BELOW the speed limit, idles for a few seconds when the light turns green, drifts over to your lane and turns without signaling. Then when you pass that person, you notice they have a cellphone glued to their ear.
Or how about you’re on a plane or train taking a LONG trip. Your tired and you close your eyes to get some rest. All of the sudden the person behind you talks talking LOUDLY and laughs ridiculously LOUD on their cellphone.
Last one is the movie theater. You’re trying to watch a movie and someone thinks "turning off your cellphone" means put the volume on low. They whisper on their phone like we still can’t hear them or send text messages with the annoying beep of every button pushed.
I say cellphone use should be banned in certain public places. Can you not wait until you get home to blab?
October 26th, 2009 at 3:43 pm
A movie theater is not a public place, it is a private business. Laws such as this should not apply to things in the private sector. I agree it is annoying though.
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October 26th, 2009 at 3:45 pm
Yes I agree with you 100 percent…………
With more than 100 million cell phones worldwide and growing, the problem is likely to get worse. In the United States alone, it’s estimated that in five years 84 percent of U.S. citizens will have a mobile phone.
But a backlash against the cellular nuisance has already begun. In restaurants across the United States, signs asking diners to turn off their phones are becoming increasingly common.
With more than 100 million cell phones worldwide and growing, the problem is likely to get worse. In the United States alone, it’s estimated that in five years 84 percent of U.S. citizens will have a mobile phone.
But a backlash against the cellular nuisance has already begun. In restaurants across the United States, signs asking diners to turn off their phones are becoming increasingly common.
Sounds like the perfect solution to pesky phones, right? The problem is, except for Israel and Japan, cell phone jammers remain illegal in most developed countries, including the United States, Great Britain, Canada, Switzerland, and Australia.
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316
October 26th, 2009 at 3:47 pm
agree
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October 26th, 2009 at 3:49 pm
No, just tap them and ask them to go in the corridor or keep it down and make it quick. if they get upset ask to be moved or tell him that it is a violation of the quiet rule.
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October 26th, 2009 at 3:51 pm
I agree with you a 100%. I think what annoys me the most is people that talk on their cell phone while driving. I have came close to having an accident on several occasions because another driver was too busy yakking away on their cell phone and was not paying attention to the road. Sometimes I wish I could just grab their cell phone and hit them in the head with it and tell them to put the phone down and pay attention to the road before they kill themselves or someone else.
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October 26th, 2009 at 3:53 pm
cellphone use should be banned in:
movie theatres
weddings
funerals
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October 26th, 2009 at 3:55 pm
Cell phones should be banned period and violatiors should be flogged in public.
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