On The Art of the Pre-Show and Post-Show

My friend, Terry Eden, wrote a post earlier this week about pre- and post- show experiences in the theatre and it's got me thinking... I go to the theatre at last twice a week so I see a lot of shows of all kinds (big, small, funny, serious, experimental, fringe and more) in a lot of venues so I have some thoughts on this.

One example that Terry shares is the immersive element of the current version of Cabaret and how that might heighten one's experience of the show. I may be in the minority here, but I don't like it and find it really jarring. It's a far cry from the seedy dive depicted in the story - or at least a far cry from how I imagine it to be. It adds huge cost to the show as they have two casts every night and it added nothing for me. I was stood in the bar area and just felt I, and others, were in the way. Worth noting that I find Frecknall's Cabaret a bit too shiny anyway - style over substance - in what is such a dark tale. Give me Rufus Norris's version any day. Maybe that's colouring my judgement.

I digress. I go to the theatre a lot, and some of the time, I go on my own. Having something to look at before I go in to take my seat is a welcome change from doom scrolling on my phone but there's rarely anything to look it, even less likelihood of a seat or somewhere to charge my phone. 

A bit of a display about the history of the theatre itself and previous productions is a nice touch (Drury Lane has this, and sometimes The National). I'm always fascinated by the posters from previous shows that you see at Soho Theatre and the Noel Coward Theatre and others - but why are they on the stairs where you can't linger and take in the information? Back to the Future and The Devil Wears Prada have a bit of set dressing in the foyer which is a nice touch and creates a photo opportunity which helps with spreading the word on social media. I like mooching in the National Theatre bookshop too. 

Back in the day, in my local rep theatre in Worcester, there was always a display of production photos and some info about the cast, as well as a rolling art exhibition from local artists and the bar was often open after the show, which meant you could get to meet the actors and it created a really convivial atmosphere.

Although I'm still of the view that I'm happy to have the magic happen in the auditorium, it would be nice to see more pre- and post-theatre activity - especially when the show finishes at 9 pm. I don't really understand why the bar in the theatre isn't open at this time. After all, they're missing out on a couple of hours of selling time in the bar and merchandise sales. Maybe they tried it, and people didn't want to hang around, so it wasn't commercially viable? Perhaps others can fill me in here.

Another missed opportunity is relevant sponsorship and partnerships - The Devil Wears Prada is crying out for a partnership with Selfridges, Harvey Nicks, Harrods, Vogue or the V&A Museum. Also, their merchandise really misses the mark. It's the same old same old hoodies, t-shirts and mugs. Why aren't they leaning into the fashion element? Admittedly, they're selling Elton John sunglasses but they're expensive and out of reach for most customers, many of whom are younger fans. Also, the programme is printed on magazine paper but isn't designed as a magazine. Another missed opportunity for interesting content, selling merchandise off the page, sponsored features and advertising. Yes, it would have taken more budget, but the effort should be worth the reward. 

And as for the bars... often eye-watering prices, sub-par service, and really unhealthy snacks. In colder months, why isn't every bar selling hot drinks? I don't drink alcohol much at all and would rather have a decent coffee before or even after a show. Am I the outlier here?

I love the theatre, and these are small gripes versus the enjoyment I get week-in week-out in venues across London. However, production values are production values. I'd like to see these extended to other areas of the experience more often. On that, Terry and I agree.