CMU School of Drama


Wednesday, April 02, 2014

What Does “Get ‘Em When They’re Young” Mean for Live Entertainment?

Selling Out: Get a child hooked on your product when he’s 10, and he’s yours for life. A lot of marketers believe that as gospel, and from time to time evidence emerges that “proves” it.
I’ve always been less convinced. Preference is highly perishable, and most of the “brands” I liked as a kid aren’t particularly relevant to me now. I mean, I still like Count Chocula in theory, but I don’t exactly eat much of it.

2 comments:

Unknown said...

This is really interesting. I feel like Disney should be ranked higher on the list just for the amount of people that I know that are still obsessed with it as they reach their twenties. I guess they will gradually move up though since Disney wasn't around when my parents were kids. Like the author, there are a few brands that I get continually just because they are the brands that I have always used as a kid and I don't feel the need to change them. Kids learn a LOT when they are growing up just from soaking in things from their surroundings. There are not enough good shows for children out there that are progressive to their learning. You can't stick a 8 year old in front of the TV and put on Dora the Explorer and expect the child to get something out of it. They need quality things in their lives so that they don't grow up with such crap. I grew up in theatre. I was immersed in theatre my whole life, since I was in the womb. It is no shock that I was significantly more mature than my high school counterparts because I was exposed to this mature atmosphere from a young age, as in from birth. I plan to only show my kids the quality things in life and not stupid things that make you loose brain cells.

Katie Pyne said...

I'm really surprised that Disney wasn't further up on this list! I really, truly love this article. What I really connected with was making things for kids that weren't complete crap. I remember reading my first Harry Potter book. What really attracted me to them was their length, and later, how well they were written. JK Rowling could have created shallow characters and shorter books and kids still would have read them. But she didn't; she created a complex world with multi-dimensional characters at great volumes. This is the greatest example of "get them while they're young." At 5, I picked up my first Harry Potter book, and now, almost fifteen years later, I'm still obsessed with that magical wizarding world. I could go on and on on nostalgia and how Harry and his friends shaped my life, but it's not important right now. What is crucial to this discussion is that something great was made for the younger generation and hooked me on reading early, setting me up for a lifetime of literature. So, just because you're doing Dora the Explorer Live, doesn't mean you can skimp on quality. That show may inspire a 6 year old to start singing and foster a great growth in the arts.