The Afternoon Report, Monday, December 10, 2012

Brought to you by Boneau/Bryan-Brown
Monday, December 10, 2012

Today’s Tweets from BBB
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CHAPLIN star Rob McClure wins Clive Barnes Foundation Awardvia @ShareThis • • • Woody Allen’s BULLETS OVER BROADWAY announces award winning creative team • • • MOTOWN: THE MUSICAL finds its Smokey Robinson, announces additional Broadway casting • • • THE OTHER PLACE begins previews tomorrow @MTC_NYC starring Laurie Metcalf, Daniel Stern, Zoe Perry, John Schiappa • • • Tune into ABC TV’s “The Chew” tomorrow Tuesday December 11 at 1 PM to see cast members from the off Broadway hit OLD JEWS TELLING JOKES. • • • Photo of The Week: @AmericanPie reunion at GOLDEN AGE Opening @MTC_NYC: @JasonBiggs & Eddie Kaye Thomas • • •

Finding Broadway’s Voice on Social Media
HuffPost Arts & Culture – by JAMES SIMS

In the world of Twitter and Facebook, a brand’s “voice” is a key bullet point in social strategy documents. “Brands are not humans. But people do project human qualities onto brands,” Ric Dragon, CEO and co-founder of DragonSearch, professes. “There may be no place more important to the development of your brand voice than social media.”

At’s AllFacebook Marketing Conference last week in New York City, digital marketers spoke to social representatives from across the country, emphasizing the importance of strategy and tactics in handling the ever-changing digital landscape. A highlight came from Dragon by way of his talk, Brand Voice and Personality: Cultivating Better Conversations on Facebook.

Dragon highlighted the connection between brand voice and public perception, pinpointing a study that asked people to identify major brands with particular personalities. This resulted in people connecting Starbucks to the voice of a soccer mom, Google a hip young Asian guy, and BP a grumpy middle-aged businessman.

How does that translate to the live entertainment industry, more specifically Broadway plays and musicals? If a Broadway brand took Dragon’s lessons verbatim, Twitter and Facebook accounts would be talking with patrons in character, through the voice of a signature role in the production. After all, when I think of a David Mamet play, the first thing that comes to mind is four-letter words and anger.

Of course, it would be ludicrous to imagine the mouthpiece of any business treating customers in a negative manner, especially in such a public forum as the social media universe. But, the point of harnessing a brand’s voice remains relevant. After all, every person commenting on a Broadway show’s Facebook wall or mentioning a play on Twitter are potential customers. Should their perception of a particular brand determine how that show’s social media account responds?

“The danger with entertainment is when you think about a literal brand voice–sometimes there is a thought of spilling over from one of the characters. One thought is that, if the show is very funny, social media should be very funny,” Damian Bazadona, president of Situation Interactive, recently told me. “If it is a serious play, you’re never going to write in a depression tone on Facebook. It’s very rare where we actually post ‘in character.’ The brand voice is about matching key messaging points: customer service or accessibility.”

To read this article in its entirety – click the link below

Link to Broadway Grosses for the week ending December 9, 2012:

Current week:
1. The Lion King $1,833,258
2. Wicked
3. The Book of Mormon
4. Spider-Man: Turn Off The Dark
5. Glengarry Glen Ross

Last week:
1. Wicked $1,696,781
2. The Book of Mormon
3. The Lion King
4. Glengarry Glen Ross
5. Spider-Man: Turn Off The Dark

5 Years Ago:
1.  Wicked – $1,446,244
2.  Dr. Suess’ How The Grinch Stole Christmas
3.  Jersey Boys
4.  The Lion King
5.  Mary Poppins

10 Years Ago:
1.  The Producers - $1,163,855
2.  The Lion King
3.  Mamma Mia!
4.  Hairspray
5.  Thoroughly Modern Millie

Opening this week:

Off Broadway

Water by the Spoonful Second Stage Theatre – Tuesday, December 11

Mummenschanz– NYU Skirball Center for the Performing Arts – Tuesday, December 11

Soldier Here – Tuesday, December 11

A Christmas Carol The Studio Theatre at Theatre Row – Wednesday, December 12

Faust: A Love Story BAM Harvey Theatre – Wednesday, December 12

Working 59E59 Theaters – Wednesday, December 12

What Rhymes With America Atlantic Theater Company – Wednesday, December 12

It’s A Wonderful Life: The 1946 Live Radio Play Irish Repertory Theatre – Wednesday, December 5

The Newlyweds American Theatre of Actors – Thursday, December 13

Les Ballets Jazz de Montreal Joyce Theatre – Thursday, December 13

Mulan: The Musical Peter Jay Sharp Theatre – Saturday, December 15

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