The Producer's Perspective: Who doesn’t love an infographic?
You know what an infographic is, right? They’re those cool cartoony-lookin’ squares of statistics on a certain subject that give you gobs of info in a glance.
The smarty-marketing folks over at Adweek put together an awesome IG last week that is applicable to everyone who advertises on billboards in Times Square, whether you’re Coca-Cola or Chicago.
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Easily, the first image that comes to mind when one thinks of New York is Times Square. The bright lights and sprawling skyscrapers always feel like a cornerstone of the city experience to those imagining it from afar. 42nd street is a direct offshoot of Times Square, so it should com as no surprise that Broadway shows advertise on the massive billboards covering the square. However, the psychology behind these ads, as the article covers, is fascinating. Specifically, the "89% of visitors said that only the best brands advertise in Times Square" statistic sticks out to me. Based on this number, Off-Broadway or even regional productions, as long as they are advertising in Times Square, will get the same attention and presence of mind as your Wicked or your Phantom. The truly genius part of the advertising is the location itself - plastering your ad right in the heart of Broadway means that people's minds go straight to shows, or, more specifically, to the box offices.
Some would call Time Square the heart of New York because of the crazy lights that line the sides of every building within the 2 block radius. This iconic place is something that everyone should visit. It makes sense that the broadway companies would want to advertise their shows on one of these massive billboards. When I went to New York two years ago with my family one of the things we did was see the show Billy Elliot. Although we had already planned to go see the show before we arrived it was still cool to see an advertisement for the show. Companies love to used repetition when advertising the shows, there was always more than one billboard with the advertisement for Billy Elliot. This is something the companies do, by making the advertisement appear more, people become more familiar with the advertisement, causing them to remember it and potentially go and see it.
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