Using video online
In the UK theatre world, the National Theatre has quietly led the way with its online video strategy. In 2007, Neill Torbit wrote this piece for JAM; the arts marketing journal, about his experiences of working with Sarah Hunt, marketing manager at the National Theatre on their promotional online videos.
Advantages to using online trailers include potential audience, speed and measurability. But while the cost doesn’t have to be massive it still comes at a price. The National absorbs this in-house by using their equipment and the equivalent of a full-time staff member. For smaller theatres this is impossible, but there are a number of ways to defray direct costs ...