Multiculturalism in theatre marketing

Résumé du document

The word 'theatre' finds its roots in the Greek, the word theomai means 'to watch', and has given theatron, that has later become 'theatre'. The theatre was born during the Antiquity when some priests began to mime religious scenes in order to gather the population for some religious principles. Later, in the Antiquity it has become more literary with Thespis and Sophocles, who introduced more actors in the play. Since then, the theatre has become a real art through trends like the Comedia Dell Arte, the Elizabethan Theatre, and all the theatre trends from the 19th century to today. What is 'theatre'? This word refers to both a building and an art. The second meaning is a show, when a few people called actors play characters for an audience. The actors play their characters through their feelings and according to the advice of the producer. Some actors play characters, a place, an act, a time and an audience is needed for a theatre play to exist.

Extraits

[...] All the most important theatres in the world have their own websites, quite complete. You can access to the program, the prices, the availabilities; you can book your seat and pay on line, you can also get some information about the plays, about the actors, about the producers and the writers, visit the theatre, see video clips of extracts of the plays, obtain the map to go to the theatre, and even subscribe to a network of membership. According to Julie Aldridge (2002), an art organization's website needs three qualities: magnetism (to attract people), stickiness (keep the customer on the site), and elasticity (make the customer want to come back). [...]

[...] The same Schlosser has highlighted the importance of this special relationship between theatres and audiences, biased by marketing: theatre invests money, time and artistic commitment to give the audience pleasure. The audience invests money and time in support of the theatre” (1983). To illustrate the way of how the theatres use marketing to promote their creative art, two examples of performances from the last 12 months will be stressed, showing how they have been marketed. The first example is a French one. [...]

[...] Pourquoi toujours vouloir se distinguer ? Le but de toute mise en scène n'est t'elle pas de savoir se faire oublier au profit d'un texte ? Les fans de Bigard s'amuseront sûrement, les puristes auront sans aucun doute du mal à comprendre le pourquoi de la chose, d'autres s'écorcheront les oreilles en entendant le texte dans la bouche de quelques comédiens très moyens A réserver aux amateurs ! http://www.dvdrama.com/fiche.php?6757 Appendix 2 Poster of Le Bourgeois Gentilhomme of Alain Sachs as seen in Paris Appendix 3 Critic of Le Bourgeois Gentilhomme of Alain Sachs " Le Bourgeois gentilhomme c'est Jean-Marie Bigard au Théâtre de Paris Les mimiques sont de Bigard, le texte de Molière, la musique de Lully et la mise en jogging d'Alain Sachs. [...]

[...] That is why theatre is a complete creative art, because the producer and the actors put their feelings and their body to interpret the play that the audience will then feel. The play is nothing without the audience. According to Henri Bataille, “from the union of the body and the soul, one can bring to life the most beautiful and complete art: the theatre” ( in Ecrits sur le theatre). Marketing in theatre As any sort of Art, theatre can be and is marketed. [...]

[...] Appendix 1 Critic of Le Bourgeois Gentilhomme of Alain Sachs, Molière aura été mangé à toutes les sauces. On se rappelle du très mauvais Scapin de Smaïn, du très moyen Misanthrope de Francis Huster qui ne valait guère que pour la prestation de monsieur Robert Hirsh et de tant d'autres, bons comme mauvais. Aujourd'hui, le metteur en scène Molièrisé Alain Sachs décide de revisiter ce grand classique de la comédie et transpose pour cela l'action dans un magasin de chaussures de sport et confie le rôle titre à un Bigard particulièrement gueulard Les personnages se modernisent à tour de rôle : un maître de musique gothique, un maître de danse rappeur . [...]