Return to Research

We have one week left of our glorious term break. However, the work has already begun. Today I met with my research group and we revisited our project to prepare for the first week of term. All the Master's students will present their research in a week long forum the week we are back.

Preparing this research has been a journey for us. We started by looking at what happens to marketing and production when traditionally male characters are converted to female in adaptations of classic literature. Our focus was to be the Sherlock Holmes series. Where did we end up? Analyzing the graphic design on the poster marketing campaign for two different adaptations of Alice in Wonderland. It seems a logical metamorphosis, no?

Here's the trick. Scope. We had to keep checking in with the scope of the project and what we could actually accomplish and access in both the preparation time and parameters of the assignment. It was necessary to focus in on a manageable topic that we could adequately cover. We only have fifteen minutes to deliver the dissertation and there is actually quiet a bit to discuss on the topic. Graphic design for marketing campaigns is a vast subject with lots of history and method behind what goes on to a single print advertisement for a product.

Melanie, what does that have to do with producing theatre? Everything. Marketing is absolutely crucial. It does no good to have an incredible product if no one knows to come see it. Posters are very often the initial calling card for a show presented to a potential patron. Jane Patron sees the poster in a shop window, on the subway train or on the theatre building as she walks by. The images and information must make her stop, view the poster and then compel her to buy a ticket or at the very least find out more about the show.

The graphic design in the marketing campaign is the very first step in the storytelling for a theatre piece. Through it we can let the patron know what kind of show it will be, the genre, if it is a musical, what type of venue, what time of day and year and maybe who is in it. Colors, pictures and fonts will convey mood and topic. The combination of all the elements will give the potential patron a sense of what to expect and thus if it is something they should like to experience.

For a producer, understanding how the graphic design represents your show is critical to making sure you are representing your show and company the right way and to the right audience. It is the packaging for your product and it needs to communicate what you offer.

My team and I have a few more work dates before we present in two weeks. I'll let you know how it goes. In the meantime, check out show posters for local productions in your area. Do they make you want to see the show?

Until next week...
Take care!
-m