Case Study

Objective:

How do you get the audience to see a show before the venue opens its doors?

Roundabout Theatre Company is one of the leading not-for-profit theatres in the country, producing eight shows each season–from revivals to ground-breaking new works. Our challenge in the fall of 2018: build buzz and ticket sales for a limited engagement of the hysterical behind-the-scenes Cole Porter musical “Kiss, Me Kate” before previews began to make it stand out among the Broadway competition. 

Strategy:

Our greatest asset was Tony Award winner Warren Carlyle, whose dazzling choreography would treat audiences with classic big Broadway spectacle. We chose to film a rehearsal of the “Too Darn Hot,” which featured an energetic ensemble burning up the dance floor to one of Cole Porter’s most famous and recognizable songs. We needed to illustrate that Roundabout subscribers would be treated to a high quality and fun production while at the same time capture general theatre and dance fans.

Our Director and Director of Photography collaborated with Mr. Carlyle in advance of filming to the dance sequence, the arrangement, and formations in the room. With only two hours of rehearsal time dedicated to this shoot, our preparation ensured the cinematography would weave along with the performers putting the viewer as close to the action as possible and showcasing the most exciting moments.

Results:

Two months before the first preview, we released this exclusive look on December 14 at the height of the holiday season. The result: more than 75K views across all platforms, more than 130K impressions on Facebook—with 78% of those organic—and a reach of 94K. The choreography video became the brand’s second-highest performing post (total engagements), and it became the foundation for another successful video that highlighted the process from the rehearsal studio to the Studio 54 stage. An exclusive look at “Too Darn Hot” was just the right temperature for Broadway fans, catapulting “Kiss Me, Kate” to a record-breaking run.