Write it as Art, sell it as baked beans… How to publicise stage shows, movies, books, TV and Shakespeare

Sit back, relax and have a cup of tea.

Throughout my life, whenever I’ve been asked what I do, I have never been able to give any understandable answer because the truth is I’ve really just bummed around doing overlapping this, that and sometimes the other.

One thing I used to do was review and write feature articles about movies, so I saw previews a week or a month before the films were released, having read little or nothing at all about them.

I saw them ‘cold’ as they were structured to be seen.

That blissful ignorance happened again last night with the movie The Adjustment Bureau. I had read nothing at all about it. I knew it starred Matt Damon, was based on a short story by Philip K Dick (who wrote the stories on which Blade Runner, Total Recall and Minority Report were based) and, on the poster, Matt Damon and a girl in a red dress were running away from people chasing them in a city.

That was it.

So last night I saw The Adjustment Bureau cold and thought it was a fascinating film – quite often totally doolally, but fascinating. It is severely weird for a commercial film and it is well worth seeing.

But the poster bears no relation at all to the basic content of the movie – to the extent that it even implies The Adjustment Bureau is in one particular type of movie genre when it is actually a totally different movie genre (I don’t want to give it away).

So that’s an example of a misleading movie poster successfully attempting to get bums on seats. It’s a potentially counter-productive strategy because word-of-mouth soon gets round.

I’m interested because another thing I did – for over twenty plus years – was make on-screen TV promotions – ‘trailers’.

I was a writer or producer or director or writer-producer or writer-director or whatever it took a company’s fancy to call the job.

So I am interested in how creative products are ‘sold’ to the audience.

A couple of days ago, someone asked me about their 40-word show entry for the Edinburgh Fringe Programme.

My advice was the same advice I give on anything creative.

Write it as Art.

Sell it as baked beans.

If the content is high quality in itself, it won’t be demeaned by a tabloid headline type of publicity.

There’s nothing wrong with being populist.

The opposite of popular is unpopular.

The creative work itself is what you want people to read, hear or see. It can be as subtle and/or as sophisticated as you want. Publicity is another matter. Publicity is like someone standing outside, in a busy street, with lots of other audio distractions, yelling through a megaphone to try to get people to notice you and your creation exist.

If it fails, no-one will see what you have struggled to create. So don’t knock it.

If you are in Piccadilly Circus or the High Street in Edinburgh amid 150 other people yelling about what they’ve done, then you need to be loud to be heard and you need to wear bright colours to be seen.

I’ve also written books. In standard publishing contracts, the author gets total control over the text inside a book – the publisher cannot change it without the author’s permission. But the publisher has total contractual control over the design of and text on the cover. There is a reason for this.

What is inside the book is the artistic creation you want people to experience. What is on the cover is advertising and promotion aimed at intriguing potential readers into picking up and buying the book and its unknown content.

Publicity is persuading as many people as possible to buy an invisible pig inside a bag.

In its own way, it is equally creative. But it is different.

Content is a different form of creativity from publicity.

In television, the last thing you want is for a director to make the promotion for his own TV programme. The result is almost always shit. For one thing, he or she is too close to it to be objective. Also, he or she may be able  to make a great 30 or 60 or 90 minute TV programme, but, trust me, he or she knows bugger all about selling a programme to the viewer in 20 seconds in the middle of other promos amid forests of £500,000 adverts for soap powder, cars and insurance companies.

There is a difference between creating something which will give a pastel-wearing theorist at the Arts Council a creative hard-on and creating something which will get people en masse to pay out money and/or spend time to read-hear-watch it.

Repetition is also not always bad.

There is nothing wrong with populism.

The opposite of popular is unpopular.

‘Populist’ is just a word meaning ‘popular’ made up by people who can’t create anything popular themselves and want to save their egos by trying to seem culturally superior.

Shakespeare was never less than populist.

Macbeth was written by Shakespeare because the new English King James I was actually King James VI of Scotland who was interested in witchcraft and the supernatural. So what better way to suck up to the new King and revived public interest in the supernatural than to write a Scottish play with witches and ghosts in it? And bung in death, destruction, gore and swearing.

The best Shakespeare film I have ever seen is Baz Luhrmann‘s movie William Shakespeare’s Romeo + Juliet – a movie so untraditional and in-yer-face that, the first time you see it, it takes about five minutes to adjust to the OTT style.

The second best Shakespeare film I have ever seen is Roman Polanski’s Macbeth, financed by Playboy magazine, with Lady Macbeth nude in the sleepwalking scene and awash with more blood than the Colosseum on a bad day for Christians. It was the first film Polanski directed after his wife Sharon Tate was butchered.

I’m sure Shakespeare would have loved both movies because they are real audience pleasers. Once you get people in and watching, you can communicate any in-depth piece of philosophical seriousness you want.

Reverting to my chum who wrote 40 words on their Edinburgh Fringe show… The first version was ineffective because it described the plot rather than push the unique selling points of the show.

I asked: “Don’t tell me what’s IN it, tell me what it’s ABOUT.”

You want to say what it is ABOUT – what made you want to create the thing in the first place. And that, in fact, is how to promote bad productions too.

My rule of thumb in TV promotions was never to mislead or lie about a programme to the audience. If it was shit, I tried to figure out what the original concept was that got the producer, director and cast keen to make it.

No-one intends to create a shit book, play, comedy show, TV series, movie or whatever.

In promoting anything, part of what you want to communicate is whatever made the people involved keen to create it in the first place. If the audience can be interested in the concept as much as the failed creators originally were, then you may get an audience and they won’t feel too let down because what they have been told is there actually IS there. Even if it’s not very good.

If the creative product is good – as The Adjustment Bureau is – then that’s even better.

Pity their poster was so misleading.

Of course, some things are so shit, the only thing to do is to get in and get out fast before the word-of-mouth gets round.

Answers to nine common questions asked by innocent first-time performers at the Edinburgh Fringe

Next Wednesday is the deadline for the reduced-rate entries in this year’s Edinburgh Fringe Programme. Until next Wednesday, the cost is £295.20p. After that, it goes up to £393.60p. So, in a spirit of altruism and pomposity, I thought I’d give my personal opinion on nine Things You Need to Know About the Edinburgh Fringe…

1. HOW MUCH DOES ACCOMMODATION COST?

You know the phrase “an arm and a leg”?

If you think you can get anything as cheap as that, you are having an idle fantasy or you are taking hallucinogenic drugs far stronger than you should if you want to stand upright on a stage.

And, if you haven’t been up, you have no idea. The Edinburgh Fringe is unimaginably large and sprawling. It is the biggest arts festival in the world; Edinburgh is a relatively small city. Last year, there were 21,148 performers in Edinburgh simply for the Fringe. That is just performers. Then you have the back-stage, administrative, media and service industry people and the audiences themselves.

Last year, there were 40,254 performances of 2,453 shows in 259 venues. And that’s just the Fringe. Simultaneously, you have the separate official Edinburgh Festival, the Military Tattoo, the Art Festival, the Book Festival and the Television Festival. Any one of those would be a major event on its own in any other city. In Edinburgh, they are happening simultaneously. Plus there are endless other events and street theatre on a massive scale. And just normal meandering tourists. Last year, at the Fringe alone, there were around two million bums-on-seats for shows. No-one knows exact figures for sure because of the increasingly large PBH Free Fringe and Laughing Horse Free Festival numbers.

It is a simple case of Thatcherite market-led supply and demand. The demand for accommodation is enormous; the supply is severely limited.

Someone I know who is friends with an estate agent in Edinburgh was told – this is true – that one rule of thumb they use for calculating rental rates for flats during the Fringe is to ask the owner: “How much is your annual mortgage?” That then becomes a fair amount to charge someone for the month of August.

I had relatives and friends in Edinburgh until three years ago. Now I have to pay. It’s horrendous.

The phrase to bear in mind with everything connected to the Edinburgh Fringe is “like lambs to the slaughter”.

But, like the mud at Glastonbury, it is addictive.

2. SHALL I GO UP FOR JUST ONE WEEK?

No.

The first (half) week is dead and tickets are half-price or two-for-one. You will get low audiences and even less money. If you do get audiences, they will fall off a cliff on the first Tuesday, when the half-price deals end.

The second week is usually almost equally dead.

The third week perks up a little.

The final week is buzzing.

But, if you have not been there since the very beginning and only go up for the last week, you will have generated no word of mouth about your show, no momentum and no review quotes to put on your posters and flyers. And you will be wiped off the face of Edinburgh awareness by a tsunami of other shows which have all these things.

That is if you even get a review, which is highly unlikely.

Whenever a foolhardy Fringe virgin asks my advice, I also tell him/her:

“You have to go up for three consecutive years”

The first year, you will be lost and ignored. The second year you will, with luck, know how to play the system. The third year, reviewers and audience will think you are a regular and you may get noticed.

I know one act who has performed at the Edinburgh Fringe three times. Great act. Wonderful. Got 4-star reviews every time. But, because he/she could not afford to go up every year, there was no momentum building from year to year. He/she, in effect, had to start from scratch each year as an unknown.

Remember that it is not just audiences but reviewers who have a high turnover. The punter and reviewer who saw your show two years ago is probably not in town/ not reviewing this year.

3. CAN I RELAX ON THE PUBLICITY FRONT BECAUSE MY VENUE’S PRESS OFFICE AND THE FRINGE’S PRESS OFFICE WILL HANDLE ALL MY MEDIA PUBLICITY?

You have no idea how it works.

No they won’t.

The venue’s press office is not there to specifically publicise your show. They publicise the venue and act as a central contact point. They will try to be even-handed, but they have lots of other shows. They cannot do constant hands-on publicity for you.

Same thing with the Fringe Office. They are a central contact point. Keep them informed. But they are too busy to do the impossible and publicise your show. Last year, they were dealing with 40,254 performances of 2,453 shows in 259 venues. And with 21,148 self-obsessed and wildly disorganised – possibly mentally unstable – performers. This year, the numbers will probably be higher.

The Samaritans are the ones to ask for help in Edinburgh.

4. DOES MY VENUE’S STAFF KNOW WHAT THEY ARE DOING?

No.

Trust me.

No.

Most only arrived a week ago, some are Australian and the ones who are not have little experience of anything outside their friends’ kitchens. They probably had no sleep last night and are certainly only at the Fringe to drink, take drugs and, with luck, get laid by well-proportioned members of the opposite sex. Or, in some cases, the same sex.

Trust me.

With help and advice, they could organise a piss-up at the Fringe but not in a brewery.

5. HOW MUCH MONEY MIGHT I MAKE?

Are you mad?

You have to assume a 100% loss on your investment. Even if people make a profit, they usually calculate that by ignoring accommodation costs and the amount of money they would have made anyway if they had not gone up to Edinburgh.

6. I HAVE A PROMOTER AND/OR PRO AGENT. HE WILL LOOK AFTER MY INTERESTS, RIGHT?

He might do. And you might win the EuroLottery. Or he might try to screw you rigid.

One thing to look out for is an agent/manager/promoter’s expenses.

One performer I know went up with a well-known promoter who was looking after seven shows that year. He quite reasonably deducted the cost of his own accommodation and transport. But, instead of dividing the total costs by seven and spreading that cost between all seven shows, he deducted 100% of the cost from each show’s profits, thus getting back 700% of his total costs.

Another thing to look out for is agents, promoters or managers who take their percentage off the gross, not off net receipts. They should be taking their percentage off the genuine profit – the net receipts after deduction of genuine overheads and expenses. If they take their percentage off the gross receipts before deduction of overheads and expenses, you are being severely disadvantaged.

Alright. They are fucking you.

If your show makes £100 but costs £90 to stage, then the profit is £10. If the promoter/agent takes 10% of that net profit, then he gets £1 and you get £9.

If your show makes £100 and the promoter/agent takes 10% off that gross profit and the show cost £90 to put on, then he gets £10 and you get zero.

And, in both those examples, the show made exactly the same amount of money.

And let’s not even get into the games which can be played with the point at which they add in or deduct VAT.

7. IT’S MY FIRST EDINBURGH. WILL I GET FINANCIALLY SCREWED BY UNSCRUPULOUS PEOPLE?

Yes.

8. WILL IT RAIN?

Yes.

9. SHOULD I GO BACK AGAIN NEXT YEAR?

Yes.

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)