Edinburgh Fringe publicity stunts: the planned drowning of Malcolm Hardee

The Malcolm Hardee Comedy Awards – there are currently three of them – are being given every August until the year 2017. This is because that’s the number of physical awards I got mad inventor John Ward to make.

Of these three prestigious annual prizes, the Malcolm Hardee Cunning Stunt Award (won last year by Stewart Lee) honours the best publicity stunt for any act or show at the Edinburgh Fringe that year.

There are no rules for the Malcolm Hardee Awards. If there were, Malcolm’s ashes would turn in their urn. But one rule-of-thumb for the Cunning Stunt Award is that people do not have to apply to be considered. Because, if you have to tell the judges you have done a publicity stunt then, by definition, the stunt has failed.

I started the Cunning Stunt Awards because it seemed to me that the marketing and publicising of comedy shows on the Fringe had become too serious and what was lacking was a bit of mindless irresponsibility. The Malcolm Hardee Cunning Stunt Award aims to encourage this.

The late lamented Malcolm was a comedian, club owner, compere, manager and sometimes agent, but it was often and correctly claimed that his real comedy act was his life off-stage and, at the Fringe, he was known for his stunts – writing a review of his own show and conning The Scotsman into printing it under the byline of their own comedy critic; driving a tractor naked through American performance artist Eric Bogosian’s show; announcing at a press conference that Glenda Jackson had died then eventually adding, “No, not that Glenda Jackson.”

If it had not been his mother who phoned me up in 2005 and told me Malcolm had drowned, I would probably have thought it was a publicity stunt.

Especially as, a few years before, I had tried to persuade Malcolm to fake his own death by drowning, as a publicity stunt.

The Assembly Rooms venue (now re-branded as simply Assembly) were paying him that year to do a show for the duration of the Edinburgh Fringe but he had also somehow managed to double-book himself on a mini-tour of South Africa.

“My kids have never been to South Africa,” he told me dolefully. This was after he had already started his Fringe run at the Assembly Rooms. “I think I’ll just do a runner.”

“How will the Assembly Rooms react?” I asked.

Malcolm shrugged his shoulders, blinked a bit and mumbled something inaudible, as he often did.

“Rather than pissing-off the Assembly,” I suggested, “why don’t you fake your own death?”

Malcolm had once been in prison with disgraced MP John Stonehouse, who had faked his own death by drowning then been found living with his mistress in Australia.

“You could hire a car in Edinburgh,” I suggested, “and drive it to North Berwick. Leave it near the beach with your clothes in a bundle nearby and something in the clothes which has your identity on it – a letter addressed to you, maybe. Then piss off to South Africa.”

“Mmmmm…” Malcolm mumbled.

“You go off to South Africa for two weeks,” I continued, “When you come back, you can read your own obituaries, with luck you can go to your own funeral and everyone including the Assembly will think it’s a great joke that’s in character. It’s a triple whammy. You get to go to South Africa for two weeks, you get publicity and you don’t piss-off the Assembly too much.”

Malcolm thought about it for a bit.

“I can’t do it,” he eventually said to me. “The only way it would work is if I didn’t tell Jane (his then wife) or my mum.”

Malcolm was a surprisingly sensitive man:

“They’d get hurt,” he said. “It wouldn’t work unless I didn’t tell them and I couldn’t not tell them.”

So that particular publicity stunt was never pulled.

One day, he just never turned up for his show at the Assembly Rooms. He had gone to South Africa. I don’t think, under the circumstances, the Assembly Rooms took it too badly.

I guess they just shrugged their shoulders and thought:

“Fuck it! It’s just Malcolm.”

(This year’s Malcolm Hardee Awards, including the Cunning Stunt Award, will be announced on the evening of Friday 26th August during a two-hour comedy show at the Edinburgh Fringe.)

Myths, dangers and curses of the Edinburgh Festival Fringe

(This blog appeared on Chortle, the UK comedy industry website)

I went to the Edinburgh Fringe Roadshow in London on Saturday and a couple of people asked my advice because they have decided to perform on the Fringe for the first time this year. Then, on Monday morning, a non-performer who appeared briefly as a guest at last year’s Fringe e-mailed me about the possibility of staging a full show throughout this year’s Fringe in August. On Tuesday morning, an established comedy act phoned me about returning to the Fringe after a gap of several years. And, yesterday afternoon, I got Skyped by someone who lives in mainland Europe about coming to the UK and playing the Fringe for the first time.

On Saturday, I asked about the long-and-widely-quoted statistics that the average Fringe show audience comprises six people and the average Fringe-goer is only in the city for three days. The Fringe Office told me both were urban myths.

Fringe Chief Executive Kath Mainland, in fact, told me that 50% of Fringe audiences come from Edinburgh (ie the EH postcodes). And that does not include the large numbers of Glaswegians who commute to Edinburgh Fringe shows. If true, it would mean that over half the audience is coming from lowland Scotland and performers should perhaps tailor their shows more towards Scots audiences if they want to get bums on seats.

Like all Fringe statistics, of course, even that one should be treated with a pinch of salt. The only way of knowing who goes to the Fringe is if punters buy tickets in advance and give their postcodes. The vast numbers who buy tickets with cash at the venue on the day don’t do that. And all Fringe statistics are mightily skewed by the fact no-one does nor can know how many punters attend the increasing number of free shows – let alone where they come from.

So, as always, performing at the Fringe is like juggling spaghetti in the dark and, when you get there, like standing in a cold shower tearing up £50 notes. This year, the uncertainties are even greater – not because of the recession but because of the rapidly changing nature of the Fringe – especially the crumbling of the box office for middle-ranking comedy shows. It happened last year and is likely to happen even moreso this year.

There are two types of show at the Fringe.

There are the traditional shows where audiences pay for tickets. And the free shows put on by the original PBH Free Fringe and the separate Laughing Horse Free Festival.

On Saturday, the gloriously entertaining Peter Buckley Hill of the PBH Free Fringe (a notable former Malcolm Hardee Award nominee) said he has had an 85% increase in applications for the PBH Free Fringe this year.

This is not surprising.

Paid-for show tickets are usually around £10 each – that means £20 if you are a couple and, if you see three shows in one day (which is not uncommon), that is going to set you back £60. For that amount of money and with limited time and vast numbers of shows on offer, you want to make sure you are not throwing your money away. So you pay to see ‘safe’ acts you have seen on TV or, at least, very long-established Biggish Name acts with a known track record.

People used to go to the Fringe and ‘take a punt’ on a show which sounded like it might be good… though it might be shit. That was what the Fringe was about. The excitement of the unexpected and the chance of stumbling on future stars.

What is increasingly happening now is that audiences are prepared to pay for the TV names they know. And they are prepared to take a risk by visiting several free shows. But excellent, experienced comedy acts playing paid-for venues who have not had TV exposure are seeing their audiences fall year-on-year. I know of at least three top-notch comedians who are not going to the Fringe this year because the potential on the paid-for Fringe in major venues is increasingly risky – they will still make a profit but the profit-to-hassle ratio has changed – and they cannot be seen to play free shows because it would lower their professional reputation with reviewers and the media.

It can cost £7,500+ to stage a good comedy show in a major venue at the Fringe.

The Fringe is alive and well for Fringe-goers who want to take a free punt with a high risk of seeing shit… and for Fringe-goers who want to pay to see re-heated TV acts of known quality. But the Fringe is increasingly difficult to financially justify for excellent, experienced live comedians with no TV exposure.

Another factor this year will be the death of the Fringe in the new town.

Edinburgh is two cities – the ‘new town’ (Georgian) and the ‘old town’ (medieval).

With the move this year (for at least three years) of the major Assembly venue from George Street in the new town to George Square in the old town, all the Big Four venues will now be clustered around Bristo Square, George Square and the Cowgate.

People may decide to go to a specific show in the new town, but the four places where punters will come to vaguely sit down and only then decide which show to see will be the Pleasance Courtyard, the Udderbelly Pasture in Bristo Square, the Pleasance Dome in Bristo Square and the George Square gardens which will have, I understand, two new Assembly venues in them. So street flyerers will get more passing trade and bums-on-seats potential in or near Bristo Square/George Square/Cowgate (as well as in the traditional maelstrom of the High Street on the Royal Mile). If someone flyers in the new town near a venue, they will be flyering in isolation and not picking up other shows’ punters.

This August will be particularly interesting to see and particularly uncertain for performers, yet the lure of the Fringe is still almost irresistible. There is that 85% increase in people applying to perform at PBH Free Fringe venues.

Uncertainty is almost an aphrodisiac for performers, but the financial repercussions are incalculable and go on and on.

What will happen next year when the end of the London Olympics overlaps with the beginning of the Edinburgh Fringe? Who knows?

For years, I have tried to find someone who can juggle cooked spaghetti for one minute and have always been unable to find anyone. But I have blind faith success may be possible. In that respect, I suppose I am much like Fringe performers going to Edinburgh.

The Fringe is an ongoing Chinese curse: May you live in interesting times.

(NOTE TO READERS IN THE USA: The British English phrase “bums-on-seats” means something more financially sustainable than it does in American English)