A few weeks ago, we at Show Business published a story about how the long-running off-Broadway play Perfect Crime had released an iPhone/iPad game that brought the show to life in a non-traditional way, appealing to a different audience and cultural demographic. They’re not the only ones tackling this new market. Theater media companies are stepping their toes into this somewhat unfamiliar water with apps such as ILoveNYTheater, BroadwayTube, iBroadway, At the Booth, and many more. Audiences these days are quick at picking up new technologies. With our fast typing fingers and short attention spans, it’s no wonder that social media phenomena like facebook and Twitter have taken over the internet. Everyone from @ParisHilton to @ChickfilA can be found on Twitter interacting with fans and customers. (Now would probably be a good time to mention http://www.twitter.com/showbusinessinc. Oh, and keep your eyes open for a Show Business app, coming soon to an iPad near you!)
So how has Broadway benefited from this online craze? Most Broadway (and off-Broadway) productions have facebook and/or Twitter pages that offer news, behind-the-scenes footage, fan questions, and sometimes even ticket giveaways. Theater bloggers also profit from this interactive media by reaching their followers with articles immediately and prompting discussion among them.
Enter @BroadwaySpotted. What began as an inside joke about gossip between friends has now evolved into a go-to guru for all things Broadway (and off-Broadway, of course) with over 10,000 devout followers and generous support from the online Broadway social media site, BroadwaySpace. Spotted, as the male-female duo is affectionately known, began in April of ‘09 by posting Broadway celebrity sightings and local industry gossip. Followers would send in their information, and Spotted would repost it. Very simple. Now, Spotted says, the interaction has changed. Offers from people working in the industry flow in, inviting the team to see their show in hopes of a Twitter mention. Followers ask for advice: what shows to see, what to sing for an audition, how to land a good job in the industry. “It's fascinating to me how I've developed into some kind of theater version of Dear Abby, instead of Gossip Girl,” Spotted observes.
So how has BroadwaySpotted brought their followers together? About a year ago, the duo had the idea of hosting a scavenger hunt, where followers could compete (in groups or individually) to win prizes donated from various Broadway companies. The hunt was so successful that it inspired Spotted to host another follower fest – Secret Santa. Everybody who wanted to participate in the event filled out a questionnaire of their Broadway interests and Spotted matched people up based on their compatibility. “I actually still get emails from people saying they met some great friends via the Secret Santa, and they're still friends!” says Spotted. “It worked beautifully.”
The influence of this media power didn’t stop there. A few months ago, Spotted had the idea of putting together a benefit concert for Broadway Cares/Equity Fights Aids: “I have a real personal connection with what they do,” Spotted explains. “When you have a friend living with disease you find new appreciation for anything that can help people who don't have the support my friend does.” So Spotted contacted some friends and pulled a few tricks to organize “See Spot Sing”, an intimate concert at the Metropolitan Room. Among the entertainment of the evening were performances by singers from Billy Elliot, Hair, Spring Awakening, and many others as well as the winner of a YouTube contest (hosted by BroadwaySpotted, of course) and a raffle of several prize packs with proceeds going directly to BC/EFA. “I'm just one little piece of the puzzle that people seem to really like,” Spotted says. “I just really can't imagine doing this forever because, believe it or not, it's actually a lot of work.”
Inevitably, Twitter will eventually phase out. New ways of connecting with theater fans will arise, and perhaps in the future we won’t even need to use social media to keep in touch and make new friends. Or maybe we will barely know a world without a computer screen attached to it. But whatever happens, one thing can be sure: BroadwaySpotted and their 10,000+ followers aren’t leaving anytime soon.
Keep checking Show Business for more news on BroadwaySpotted, including a Q&A and a review of the Spotted-produced show, “See.Spot!Sing.”.
