February 15, 2007

Presenters Begin to Embrace Video as Marketing Tool

Performing arts venues are beginning to do a much better job of incorporating video and audio programs into their online marketing materials.

From my perspective, not having video clips so that website visitors can watch dance previews or past performances makes absolutely no sense. So it's nice to see more video, which, if used properly, can help increase ticket sales.

Here are examples of how performing arts centers are using dance videos - and in one instance an audio podcasts - on their websites:

At the George Washington University's Lisner Auditorium, you can watch a video of the flamenco dancer Sara Baras who's performing tonight and tomorrow.

For performances through this Sunday of "Edward Scissorhands" at the Kennedy Center, you can link to videos on the Edward Scissorhands website which feature director/choreographer Matthew Bourne and show clips from this theatrical production.

For performances of American Ballet Theatre through the weekend at Sadler's Wells, you can scroll down to the bottom of this promotional page to watch a video from ABT - the contents of the video are unfortunately not described but it's a nice video.

For Alvin Ailey American Dance Theater performances later this month that are part of the Cal Performances series at the University of California, Berkley, you can watch video excerpts and listen to an excellent audio podcast. This extended audio interview is with veteran Alvin Ailey dancer Renee Robinson. We definitely need more interviews like this one with dancers and choreographers. (You can listen to the other podcasts that are part of this season of programs at Cal Performances.)

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