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A Streetcar Named Desire
Turning an 80 year-old play into New York’s hottest ticket
Problem:
New York’s spring theater season is crowded, and most people who are willing to pay a premium price for a ticket would rather see something on Broadway.
In order to make this production cut through, we needed to deploy powerhouse creative to convey not only that this is the one to see but that the most cutting-edge theater in New York is happening across the river.
Solution:
Thanks to a whole lot of earned media surrounding one of the show’s stars (Paul Mescal) we were able to stoke the hype about the cast while positioning it as grittier, more real, and more unique than anything on Broadway.
The bottom line: if Broadway is playing it safe, you can bet that BAM is doing the opposite, and this show is proof.
Results:
- On-sale email: 65% open rate with 4% click rate (yup, you read that right!)
- 63,000 views on meta for a single post announcing tickets
- Tickets sold out one month before first performance
- $3 million in revenue before first performance
Webpage (point of sale)
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CD: Luis Farfan
Designer: Kim Lum
Photo Credit: Marc Brenner