Marketer Knows How to Fill Broadway Seats

JlpAssocidedPresc ((A partofyour ffiffi l. I memorvls on that isn't on *ir.n you arervatching a movie or television.People rememberBroadway showsin an unbelievableway. They savetheir Plal'bills.It's still a specialoccasion in a worldwhere there areno morespecial occasions." NancyCoyne, manager of SerinoCoyne, Broadway's largestadvertising and marketingagency RichardDrew / AP NancyCoyne, CEO ofi$erino Coyne, poses with theatrical posters in the lobbyof her NewYork officei.Her company liffiOmd waysto generateexcitement about live theater. Marketerknows how to fill Broadwayseats "Aidao ByMichael Xuchwara King" and - couldbe soldtogether about$90,000 - muchof it, thesedays, on "Disney a outdoorads. Coyne suggested the billboard AP dramauriter and referredto as on Broadway," "Wicked" -.Nancy Coyneknows the cleverpositioning that enhancedthe Dis- approach,he said, because is NEW YORK "The "such art of selling Broadwayshows. Phan- ney nameas well as the individualshows. a powerfultitle and image.You don't "The "The 'Wicked.' tom of the Opera." Lion King." Coyne,a friendly womanwith a sunny need to convincepeople to see "Hairspray." "Wcked." Producers." And smile and a startling resemblanceto ac- Youneed to remindthem that they can." more. tress Marsha Mason, exudesan enthusi- SerinoCoyne, a joint venturewith busi- lbik to her about geiiing people inio asm eirt'ut ivliai shc ha''--*s.€it dot'+w,+A "€s++e*e€+ MattheurSeriro-uasionin- theaterseats, and you will get the passion her in the hushedconfines of an upscale the late 1970s,when the advertising of of a true beiievel a womanwho cansell and Theater District hotel, the kind of estab- Broadwayshows was muchmore conserva- cheeron the showsshe represents, turning lishment where power breakfasts are tive. It was only earlierin the samedecade a reality - when them into well-knownbrands. served, and, over coffee and scrambled that TV ads fiist became "Pippin" Not that the woman who runs Serino eggs, she will hold forth enthusiastically Bob Fossecreated a TV spot for advertising and abouttheater. and extendedthe life of the showby sever- Coyne, Broadway'slargest "We marketing agency, really likes the word. are the original reality art form," al years.A newway of sellingshows had ar- "Branding is si-mplythe promotion of a said the one-timechild performer,deliver- rived. productthrough uniquedesign and adver- ing a pitch that is equalparts persuasion Theaterhas laggedbehind other indus- "There is a live tries in tappingways to attractaudiences. iising, publicityand marketing,"she said. and cheerfulsermonette. "The Branding didn't slart with Coyne, and person performing for you at 8 o'clock reasonit is slow is becausethere's there certainly are other big advertising tonight. By 11 otlock, it's goingto be over. a ceiiing on how much money we can companieson Broadway,such as SpotCo. Youcan't rewind. You can't listen to it over rnake,"Coyne said. So shehas to be careful - But Coyne and her company,which is now and overagain. Therefore, you haveto stay about where she placesads print, TV, part of Omnicom lnc., dominate the New engaged. radio, billboards. For example, she ex- York theater business- with clients rang- 1{ part of your memoryis on that isn't plains, a showin a 1,000-seattheater with ing from the Walt Disney Co. to Cameron on when you are watchinga movieor tele- eight performancesa week can only sell Mackintosh to the upcomingNathan Lane; vision. Peopleremember Broadway shows 8,000tickets for that week'sperformances, Matthew Broderick revival of Neil Simon's in an unbelievableway. They save their regardlessof demand. 'The in a "You can't sell a ticket for a seat that's Odd Couple," already this fall's im- Playbills. It's still a spe'cialoccasion "How there,"she said. many ticketsdo possibletickdt. world where there are no more special oc- not 'Spamalot' "We all havea circle of peoplewe trust, casions." you think I could sell for and I trust.Nancy," said Thomas Schu- The rule of thumb for what a Broadway tonight?As manyas possible.But thereare macher,president of DisneyTheatrical Pro show should spend eachweek on advertis- only 1,500seats in the theater." "She - about 10 percent of a productions There is no substitutefor live theater, ductions. has vast experience more ing is "Wicked," than 20 vears in fact - ind a vast kno.wl- weekly potential grosq. For Coynereiterated, a fact that underlinesall grosspotential than her ad campaigns. edgeof Blogdwayand advertising,qnd sle which has a of more "You haswisely glrided me." $1.15million eachweek, that would trans- can't put it on television.You can't put it on film. Youcan do a goodmovie ver- It was Coyne,Schumacher said, who fig' lateinto morethan $100,000. 'Chicago,'but Disney'sthree Broad*ay mu- The show,according to producerDavid sion of a Broadwayshow, like ured out that "The I sicals- "Beautvand the Beast.n Lion Stone.is actuallv soendinga bit less - it is totally different." .

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