Brandon Hernández 5 p.m., April 24
Word of Mouth: The More Things Change...
Some critics don't like to admit it, but the most influential voice for selling theater tickets will always be word of mouth. Friends recommend a show to friends. The words and enthusiasm are immediate.
According to marketing researchers, 20 years ago in San Diego word of mouth took around four to six weeks. Theaters had longer runs back then and, even with positive reviews, had to get over that "third week hump" before houses began to fill.
Today, thanks to Facebook and Twitter and other electronic media, marketers estimate that word of mouth now takes between three and four weeks in San Diego. But since rents have become so high, most theaters of necessity have to have shorter runs, so the lag time remains about the same.
More like this:
- SD Fringe Festival logistics — June 23, 2013
- Stay Awake for the Ten O'Clock Show — Aug. 27, 2008
- Before It Was The Gaslamp: Illustrated Sequel — May 1, 2008
- "They're very German" their whole mentality is, "We've been here for 600 years." — April 12, 2007
- Escape! Part II — May 22, 1986