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| To the Producers of KIMBERLY AKIMBO | |
| Posted by: theaterisok 04:34 pm EST 11/22/22 | |
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| This is hands down my favorite musical of the season so far. But you are doing so many things wrong marketing this show. Telecharge just put out an email where the third item is a new video feature "Ask Aunt Debra." This is the second of what I assume will be a series of long form videos. Who thought this was a good idea? Who is your audience for this show? Are they going to waste their time watching the amazing Bonnie Milligan do her best reading from a script that isn't even remotely funny? Have you heard of social media? Do you know this video clip is too long for social media? Will anyone who hasn't seen the show actually understand this? Are you hoping those who don't understand it won't bother buying tickets? Is the reality that Serino and Situation have jumped the shark? You have five "teenagers" in the cast. Has anyone bothered to ask them how they use social media? Or how their characters would use it? Your TikTok is a total waste...and a wasted opportunity for this worthy show. I'm very worried for this shows future. :( | |
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| re: To the Producers of KIMBERLY AKIMBO | |
| Posted by: student_rush 10:28 am EST 11/23/22 | |
| In reply to: To the Producers of KIMBERLY AKIMBO - theaterisok 04:34 pm EST 11/22/22 | |
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| Just catching up on this thread, but the comp to SPRING AWAKENING is truly insane. They couldn't be more different shows, and AKIMBO skews much more to the "traditional" side than AWAKENING ever did. While I liked it plenty, KIMBERLY AKIMBO doesn't reinvent any wheels and is mostly in the vein of VIOLET and SHREK (if you like that Tesori, you'll like this). It isn't selling because it's not as earth-shatteringly good as people on this site seem to think it (everyone is entitled to their own opinions!) and because, to the OP point, it isn't being marketed well at all. I agree that a focus on the youthful ensemble would be the right track, instead of centering it around "an old lady" -- despite Clark's incredible performance. But also, it's odd to not be able to sell the musical on the story. Yes, you can say "it's about a little girl with this rare disease" (hardly a selling point) - but - to go into the plot machinations would be a complete waste of time. As I've said previously about the show, the story literally makes no sense. Oh, were you not sold on the little girl illness thing? Well just WAIT until I tell you about ... mail fraud! |
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| re: To the Producers of KIMBERLY AKIMBO | |
| Posted by: Ann 10:45 am EST 11/23/22 | |
| In reply to: re: To the Producers of KIMBERLY AKIMBO - student_rush 10:28 am EST 11/23/22 | |
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| To me, Kimberly Akimbo has almost a fantasy aura about it, so I can accept less senscial and less than ethical things. Unlike Dear Evan Hansen, for instance. | |
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| i really don't like the poster choice and the marketing I've seen | |
| Posted by: Chazwaza 08:02 pm EST 11/22/22 | |
| In reply to: To the Producers of KIMBERLY AKIMBO - theaterisok 04:34 pm EST 11/22/22 | |
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| If I didn't care about seeing most/all major new musicals, or didn't know the authors, or hadn't already seen it off-broadway and loved it, I would be put off by the marketing of the show. And I know many people who don't fall under any or all of those categories and have expressed similar disinterest or being repelled by what they've seen from the marketing. It's a very hard show to market. I don't envy them having to figure it out. But I don't know how this will do it. But maybe my reaction is factored in... since, dislike it as I do, put off by it as I am... I would have bought a ticket to it either way. |
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| re: i really don't like the poster choice and the marketing I've seen | |
| Posted by: ChicagoDRO 09:07 pm EST 11/22/22 | |
| In reply to: i really don't like the poster choice and the marketing I've seen - Chazwaza 08:02 pm EST 11/22/22 | |
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| I found this thread very interesting. I have seen no advertising (print or video) that has made me interested in this show. I have heard nothing but good word of mouth but everything I find on my own does not make me interested. I was in NYC recently and chose not to see it for those reasons. I saw the new video on IG today and did not bother to watch it until the end. Just my 2 cents. | |
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| re: i really don't like the poster choice and the marketing I've seen | |
| Posted by: Ncassidine 09:32 pm EST 11/22/22 | |
| In reply to: re: i really don't like the poster choice and the marketing I've seen - ChicagoDRO 09:07 pm EST 11/22/22 | |
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| I mean, in this case, it's a colossal mistake to miss this show because you don't like the marketing. Believe the word of mouth. | |
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| re: i really don't like the poster choice and the marketing I've seen | |
| Last Edit: Chromolume 09:34 pm EST 11/22/22 | |
| Posted by: Chromolume 09:31 pm EST 11/22/22 | |
| In reply to: re: i really don't like the poster choice and the marketing I've seen - ChicagoDRO 09:07 pm EST 11/22/22 | |
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| I would go as far as to compare the logo/poster design to that of the recent My Fair Lady revival, which didn't resonate with me either. Pretty and colorful in their own way (and in the case of the MFL McMullan design, artistically beautiful as always - something the Akimbo design is really not), but what does it specifically have to do with the production? | |
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| re: i really don't like the poster choice and the marketing I've seen | |
| Posted by: Ncassidine 09:33 pm EST 11/22/22 | |
| In reply to: re: i really don't like the poster choice and the marketing I've seen - Chromolume 09:31 pm EST 11/22/22 | |
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| The logo is a direct reference to the show. | |
| Link | Logo |
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| re: i really don't like the poster choice and the marketing I've seen | |
| Posted by: Chazwaza 10:59 pm EST 11/22/22 | |
| In reply to: re: i really don't like the poster choice and the marketing I've seen - Ncassidine 09:33 pm EST 11/22/22 | |
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| But like literally who cares? It doesn't tell the audience who hasn't seen the show anything about it, or why they should be interested, and frankly I don't think it means all that much to people who have seen it - they'd have to recognize that logo. I can't remember if the logo is shown in the show. But come on.... this artwork has to sell a very oddball, hard to sell musical to a LOT of people. I've seen the show and I don't even like their choices with the poster art, but that is fine... it wouldn't keep me away... the marketing videos and photo campaign however... | |
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| re: i really don't like the poster choice and the marketing I've seen | |
| Posted by: ryhog 12:27 am EST 11/23/22 | |
| In reply to: re: i really don't like the poster choice and the marketing I've seen - Chazwaza 10:59 pm EST 11/22/22 | |
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| the purpose of spending all the money on art is not to create riddles; it's to sell tickets. It does not HAVE to tell the potential audience what the show is about but it has to attract their attention to the point that they want to find out more. Les Miz is not about that girl but she makes you want to learn more. | |
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| re: i really don't like the poster choice and the marketing I've seen | |
| Posted by: Chazwaza 01:17 am EST 11/23/22 | |
| In reply to: re: i really don't like the poster choice and the marketing I've seen - ryhog 12:27 am EST 11/23/22 | |
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| Yes! That's true. (but it's also not not about her.) And the Kimberly Akimbo artwork doesn't do that in my opinion. I honestly don't think most people even notice that the top of the image has an old lady neck, as it were. And that's only if you see the full image. Most of it is just the Great Adventure rainbow and the title. It does look bright, it makes it look like a fun show and a comedy. And it is both those things. Again, my biggest issue with the marketing isn't even the artwork, which i think is confusing and a wasted opportunity but totally fine... it is the way they are marketing it in photos and videos. |
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| re: i really don't like the poster choice and the marketing I've seen | |
| Posted by: Chromolume 09:49 pm EST 11/22/22 | |
| In reply to: re: i really don't like the poster choice and the marketing I've seen - Ncassidine 09:33 pm EST 11/22/22 | |
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| Thank you! I wasn't familiar with that original logo, though I'm sure I've seen that before. Now, I tend to think the Akimbo logo isn't original enough - too literal to the "Great Adventure" design. So, back to my original point, just like McMullan's very beautiful pastoral but generic and general setting at Covent Garden (which is really not the ultimate focus of the musical at all), what do these designs tell us about the productions? :-) | |
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| does anyone remember the original plays playbill art? | |
| Posted by: Chazwaza 11:09 pm EST 11/22/22 | |
| In reply to: re: i really don't like the poster choice and the marketing I've seen - Chromolume 09:49 pm EST 11/22/22 | |
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| Much more likely to get me interested in the show than what the musical chose. I also prefer the musical's off-broadway playbill art... though I can see why they didn't go with it for the Broadway marketing. |
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| re: To the Producers of KIMBERLY AKIMBO | |
| Posted by: schlepper 07:22 pm EST 11/22/22 | |
| In reply to: To the Producers of KIMBERLY AKIMBO - theaterisok 04:34 pm EST 11/22/22 | |
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| OFFS. Clutch those pearls a little bit tighter, Mary! | |
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| re: To the Producers of KIMBERLY AKIMBO | |
| Posted by: Chazwaza 07:59 pm EST 11/22/22 | |
| In reply to: re: To the Producers of KIMBERLY AKIMBO - schlepper 07:22 pm EST 11/22/22 | |
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| I think you have a false understanding of the idea of "pearl clutching", or at least are applying it in an inapplicable way. | |
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| re: To the Producers of KIMBERLY AKIMBO | |
| Posted by: carolinaguy 04:59 pm EST 11/22/22 | |
| In reply to: To the Producers of KIMBERLY AKIMBO - theaterisok 04:34 pm EST 11/22/22 | |
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| I feel like this excellent show would have been better served by opening in the spring when it could get immediate attention from the Tony season. I realize there are issues of actor/theater availability, etc. that have to be considered, but it's a long, cold winter for shows like this that need help to find an audience. And you're right, they're doing themselves no favors with their "campaign." |
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| following the Spring Awakening playbook? | |
| Posted by: nyhkguy 07:20 pm EST 11/22/22 | |
| In reply to: re: To the Producers of KIMBERLY AKIMBO - carolinaguy 04:59 pm EST 11/22/22 | |
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| Whether or not it's deliberate, Kimberly may be hoping to follow Spring Awakening's path to success: - both are transfers from acclaimed runs at Off-Broadway's Atlantic theatre, which hosted the show's world premieres 6-9 months before moving to Broadway - the Booth's fall availability probably forced Kimberly's hand, lest some other show claim the theatre and stay put into the spring, blocking Kimberly from a spring berth - Spring Awakening started previews in November 2006 and had a pretty rocky preview period (business-wise), grossing $200K/week (1/4 of gross potential) and 40-50% capacity - rave reviews when it opened December 2006 brought it to break-even (70-80% capacity, around $400-500K/week) through the winter, and then the Tony noms and wins lifted it up to 90-100% long enough to recoup. - comps: David's Stone other quirky musical comedy, 25th Annual..., had an easier time, immediately transferring from Second Stage to Circle in the Square, so the "heat" of the off-Broadway reviews helped market the Broadway transfer, so its grosses were decent from the first Broadway preview. Gentleman's had a similar trajectory as Spring Awakening (fall opening, winter run at 50% gross potential, then success after the Tonys) but without such a dire preview period. Kimberly has a harder time than all 3 shows because traditional audiences haven't fully returned, and the Booth's smaller capacity means word of mouth is growing at a slower pace, plus the show may not be as universally loved as Spring Awakening or Spelling Bee. Hopefully Stone & co have a sufficient reserve in the capitalization to keep the show running through the Tonys. |
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| re: following the Spring Awakening playbook? | |
| Posted by: ryhog 07:30 pm EST 11/22/22 | |
| In reply to: following the Spring Awakening playbook? - nyhkguy 07:20 pm EST 11/22/22 | |
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| Interesting comparison. One question: what is the "traditional audience" and is that really the show's target? (I guess that's two questions, but in 1 sentence :-) ) | |
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| re: following the Spring Awakening playbook? | |
| Posted by: nyhkguy 09:25 pm EST 11/22/22 | |
| In reply to: re: following the Spring Awakening playbook? - ryhog 07:30 pm EST 11/22/22 | |
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| By "traditional audience" I meant the older crowd that pays attention to reviews, pays full price and could reliably turn a show that's just received raves into a hit long enough til the show's natural constituency and tourists could find it. As for the show's target, I would guess David Stone wants the same audience who made the similarly quirky Spelling Bee a hit - I would guess the 2022 equivalent might be GenX and millennials and families with sophisticated older kids? I'm sure he would love to get the Dear Evan Hansen constituency as well - I would never have guessed it would become the hit it did. | |
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| re: "the same audience who made the similarly quirky Spelling Bee a hit" | |
| Posted by: Dale 10:49 pm EST 11/22/22 | |
| In reply to: re: following the Spring Awakening playbook? - nyhkguy 09:25 pm EST 11/22/22 | |
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| That was in 2005. Over two decades ago! | |
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| Math | |
| Posted by: Singapore/Fling 12:17 am EST 11/23/22 | |
| In reply to: re: "the same audience who made the similarly quirky Spelling Bee a hit" - Dale 10:49 pm EST 11/22/22 | |
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| It’s 2022. Minus 2005 is 17 years, which is less than 20. So Spelling Bee was not even two decades ago, much less “over” two decades ago. If you’re trying to go by decades as a unit of 10-year time (i.e. The Oughts, the Teens), then you would not include The Twenties until we were at the end of it, so that The Oughts would be only “two decades ago”. In any event, I don’t think Theater has changed that drastically. And while I wouldn’t necessarily compare Spelling Bee to Kimberly, that’s an argument based on aesthetics and dramaturgy, not spurious math and a vague idea that comedy has changed. |
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| re: "I don’t think Theater has changed that drastically" | |
| Posted by: Dale 08:34 am EST 11/23/22 | |
| In reply to: Math - Singapore/Fling 12:17 am EST 11/23/22 | |
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| It has. Both on stage and in the audience! | |
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| re: "I don’t think Theater has changed that drastically" | |
| Posted by: Singapore/Fling 11:16 am EST 11/23/22 | |
| In reply to: re: "I don’t think Theater has changed that drastically" - Dale 08:34 am EST 11/23/22 | |
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| It hasn’t! Both on stage! And in the audience! (Awesome, do I win the argument now?) |
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| re: "I don’t think Theater has changed that drastically" | |
| Posted by: ryhog 10:02 am EST 11/23/22 | |
| In reply to: re: "I don’t think Theater has changed that drastically" - Dale 08:34 am EST 11/23/22 | |
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| and yet you again fail to put any meat on the bones. Hard to pay much attention when the strongest point you make is at the bottom of an exclamation point. | |
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| re: "the same audience who made the similarly quirky Spelling Bee a hit" | |
| Posted by: ryhog 12:17 am EST 11/23/22 | |
| In reply to: re: "the same audience who made the similarly quirky Spelling Bee a hit" - Dale 10:49 pm EST 11/22/22 | |
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| 2022-2005=17 2 decades=20 I won't rule out the possibility that there is a causal shift but it'd help if youu could put some meat on the bones. |
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| re: following the Spring Awakening playbook? | |
| Posted by: ryhog 09:59 pm EST 11/22/22 | |
| In reply to: re: following the Spring Awakening playbook? - nyhkguy 09:25 pm EST 11/22/22 | |
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| That's what I thought you meant. To me, that's the Leopoldstadt audience and they have not had a problem because of non-returning oldies. I would suggest the problem here is that there is nothing in the marketing that is drawing them in. To be fair, I don't know that thy are drawable but I think the pitch could be better than what we have seen. I just think there have been miscues but yes Mr. Stone can loan the production as much as he wants (and not miss it in the least). Hopefully that money would be spent on a rethink of what's being conveyed. | |
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| re: following the Spring Awakening playbook? | |
| Posted by: nyhkguy 10:38 pm EST 11/22/22 | |
| In reply to: re: following the Spring Awakening playbook? - ryhog 09:59 pm EST 11/22/22 | |
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| I agree - I'm fully expecting a revamped ad campaign within the month. David Stone has been with Serino since at least Wicked so I wouldn't expect him to with mid-stream. They were at least smart to blanket the theatre sites, local tv with the raves the day after opening and bombard ticket buyers with email blasts. | |
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| $456k last week | |
| Posted by: dramedy 05:04 pm EST 11/22/22 | |
| In reply to: re: To the Producers of KIMBERLY AKIMBO - carolinaguy 04:59 pm EST 11/22/22 | |
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| Down $35k from week before which was opening week which usually is less because of comp tickets opening week. Even worse is the 79.7% capacity that does include comps this last week. If things don’t improve dramatically (like increase by $300k or more consistently) the show is probably closing in January. | |
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| re: $456k last week | |
| Posted by: nyhkguy 10:38 pm EST 11/22/22 | |
| In reply to: $456k last week - dramedy 05:04 pm EST 11/22/22 | |
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| I wouldn't read too much into opening week and post-opening week grosses. There's second night press likely using up post-opening tickets, and maybe a lot of Tony voters booked tickets last week as well. With the lucrative holidays coming up, and presumably raves boosting future business, it would make sense they might try to give away near-term unsold tickets to award voters who could also cultivate industry word of mouth. I have no inside knowledge of operating costs but the show has an onstage cast of only 9 plus understudies and an orchestra of 7, so perhaps they can sustain just minor losses til awards season. | |
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| A strange loop has similar size cast | |
| Posted by: dramedy 12:41 pm EST 11/23/22 | |
| In reply to: re: $456k last week - nyhkguy 10:38 pm EST 11/22/22 | |
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| Was making around $5-600k a week and is closing. | |
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| re: $456k last week | |
| Posted by: standingO 09:00 pm EST 11/22/22 | |
| In reply to: $456k last week - dramedy 05:04 pm EST 11/22/22 | |
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| I have very little idea what the show is about but the rainbow logo seems so generic (and 1980s Care Bears) that it held almost no appeal for me. This thread is the first time I’ve reconsidered my ambivalence to the show. Based on buzz here and elsewhere, it seems like the hot new musical of the season is Some Like it Hot. Is Akimbo better? |
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