Making Dance
From Studio to Stage
![Fritz Helder and the Phantoms [Che Kothari]](/upload/dan/Articles_fritzhelder2_full.jpg)
Publicizing the Event
Filling a theatre with audience members is hard work. Over time, a company or an artist will generally develop a following but it takes time, effort and communication. This is the job of the publicist. First, potential audience members need to be identified. Then they need to be informed and persuaded. Finally, they need the necessary information to enable them to attend a performance.
Word of mouth is extremely valuable, but even an artist's greatest fans need concrete reminders of upcoming shows. Posters and flyers are the essential tools used to promote performances, as they communicate with the general public. Email and e-bulletins are also effective methods for sending performance information directly to potential audience members.
Along with an image (photo or graphic) that conveys something about the style or content of the event, these materials include the key details, including:
- Name of the event
- Date(s)
- Time(s)
- Location
- Ticket price
- Names of the choreographer and main collaborators and
- Major sponsors and funders of the event
The press release and press package are more detailed forms of communication that go directly to journalists. A press release is a catchy one-page description of the event that is usually sent to the media, by mail, email or fax, approximately 4 to 6 weeks before the performance in order to meet publication deadlines, which are usually earlier for magazines.
A press package contains artist biographies, descriptions of the work, some background about the company or artist and photos. Journalists use press packages to prepare previews and reviews for print and broadcast media. Previews help immensely with attracting an audience. Reviews are essential in the long term for building a credible reputation.
Once an audience is convinced to attend, a front of house manager usually greets them as they arrive. Generally, anyone who has contributed to the production by providing financing, publicity or other support, and anyone who might provide subsequent opportunities for presentation, should be added to the guest list. Journalists, sponsors, arts council officers and dance presenters are invited and given complimentary tickets.
The house program is a final communication tool prior to the performance. It provides information about the performance and acknowledges all the artistic, logistic and financial collaborators. It may also include an artistic statement or a short text about the work to provide further context for the viewers.
