”If we can just get past August, we can run to New Year`s.” That`s the prayer of a lot of theater producers at this bleak time of year. But surviving to Labor Day is no tea party. The killer month of August, when doldrums can translate into box office paralysis, presents a major promotional challenge even to much-praised productions-and it can give the kiss of death to shows that enjoy a moderate ”word-of-mouth” following.
This month the average number of openings shrinks from a peak-season high of two a night to two a week. According to David Dillon, managing director of Pegasus Players, ”No matter how bad the weather is in January theatergoing is still worse in August.” There may be more impulsive ”walk-in” business than during the rest of the year, but with many fewer subscription seats offered in August and with the enticements of vacations and free outdoor activities and events, it`s still the box office bottom. Even last winter when the huge distraction of the Gulf War kept people indoors, more patrons went to see shows than they will this month. (Maybe they needed the escape.)
According to veteran publicist Cheryl Lewin, ”If a show has a running start into the summer, like a February or March opening, it will have less difficulty getting through the summer.” A show like ”Sylvia`s Real Good Advice,” however, which began its current Organic Theater run in June, enters the summer slump with less momentum.
All of which means that theaters do whatever it takes to beat the doldrums-ingenious promotions and discounts replete with gimmicks and stunts. There are also many more half-price, day-of-performance tickets available at the HOT TIX booths than will be offered the rest of the year.
In the last month ”Sylvia`s Real Good Advice” has offered $10 discounts to patrons who brought in photos of their cats, to mothers and daughters, to people who had gray hair or who loved ”Thelma and Louise” or wore big earrings or brought in a copy of ”The Feminine Mystique.” During the July heat wave the theater offered discounts to people who didn`t have air conditioning or a summer home in Wisconsin, who had a sunburn or cool sunglasses or who had to wear ear or nose plugs in the swimming pool.
Then there are the giveaways. In the past movie theaters used to give away a set of dishes every Wednesday night. Today theaters offer entire weddings.
A promotion for ”Prelude to a Kiss” held in conjunction with WKQX radio offered listeners of deejay Robert Murphy a chance to win a free wedding on the set of the Wellington Theatre show, a real-life parallel to the wedding in the play. Included would be a reception for 101 people, a free wedding gown, wedding rings, tuxedo rentals and a weeklong Jamaican honeymoon. Three weeks of radio promotions brought in hundreds of entries, including a satirical one from a gay couple.
The winner, Cindy James of the Logan Square neighborhood, sent in 101 letters (each 10 pages long and typewritten) and listed 101 reasons why she and her fiance Jon Novak deserved the wedding. Among them: ”Our parents would kill us if we eloped,” ”We have a huge vet bill since the cat died and the dog had to be fixed,” ”I promise to name our first son Robert Murphy Novak and not claim that he`s a love child” and, this splendid non sequitur, ”This is the most important day of our lives and we want to make it a publicity circus.”
The wedding that Cindy worked so hard to win is scheduled for Aug. 17 at noon.
At least ”Prelude” (the stars of which are pictured on this week`s cover) opened before the killer month. Pegasus Players will open Cy Coleman`s circus musical ”Barnum,” on, gasp, Thursday. According to Dillon, ”We have to open the show in August because it`s going on a national tour beginning in September. It would certainly not be our preference to open it now. August has killed more shows than any other factor.” To counteract the curse the theater is offering substantial family discounts to large clans (no birth certificates required) and $5 off each ticket to any ticket buyer who comes accompanied by a Pegasus subscriber.
Other promotions include an upcoming ”Lend Me a Tenor” drawing for a trip to Malaysia; it`s available to those who register at the Royal George Theatre. ”Sylvia`s Real Good Advice” is planning to raffle off a weeklong vacation for two to the Canadian Rockies. (In July, ”Lend Me a Tenor” had a raffle for a trip to Milan, Italy. ”Tenor” stars Gene Weygandt and Dale Morgan sang the Verdi tenor duet from the show during a live drawing on WFMT.) Not all shows sing the blues in the heat. According to Second City`s Joyce Sloan, ”Summer is our busiest time. We`re always turning people away. Lots of college students are home from school.” Of course lots of tourists flock to their revues as well.
Another success story is Live Bait`s ”Portrait of a Shiksa,” now extended into October. It sells out on weekends and a 5 p.m. show has been added on Saturdays. One reason for the surge is that the show draws a wide audience range, especially the crucial suburban crowds. According to box office manager Roberta Hoeft, ”They`ve got a lot more time on their hands during the dog days. Of course you can`t imagine how many people ask me if the theater is air-conditioned.” (It is.) To pump up the volume on the slower nights the theater has discounted Thursday and Sunday performances to $10.
In yet another beat-the-heat tale, Bailiwick Repertory, now winding up its Pride Performance Series, has a hit on its hands with ”The Lisbon Traviata,” a play about two gay ”opera queens” that has attracted enough crossover audiences to warrant a transfer to the Halsted Theatre Centre.
In short, for smart theater consumers the August ticket slump can translate into some dramatic bargain hunting. Here are some interesting summer specials (see theater listings for locations and times); all are good through August:
– ”Breaking Legs” (708-496-3000): On Tuesdays get a free pasta dinner at Mama Luigi`s restaurant as part of the $20.50 ticket. Groups of 15 or more can get tickets for $10 per person.
– ”Cannibal Cheerleaders on Crack” (312-549-3330): The specials are as creative as the title: ”Wild Wanton Wednesdays”-bring in a phone sex ad from the Reader with a picture on it and get in free or bring in a tin of smoked oysters for half-price. ”Safe Sundays”-get in for half price when you present a ”factory-fresh, shrink-wrapped, pod-jettison receptacle or bring us a virgin and get in free; on-site testing is available.” (They`re just kidding, folks, really.) Also on Wednesdays and Sundays-bring in an uncooked bag of mostaccioli and get in for half price.
– ImprovOlympics (312-880-0199): A raffle is held at every performance to draw 10 tickets to future shows. Because the theater is near Wrigley Field, anyone with a Cubs ticket stub (whatever the year) gets in free.
– ”The Lisbon Traviata” (312-883-1090): $5 off for any performance from any opera subscriber (Lyric Opera, Chicago Opera Theater, Chamber Opera Chicago, Lincoln Opera, Light Opera Works).
– ”Pup Tent Theatre” (312-929-6200): Tickets are $3 if you bring a can for the needy (a full can, that is).
– ”Sylvia`s Real Good Advice” (312-327-5588): ”Christmas in the Summer” special: along with caroling and Christmas cookies, you can save $10 at selected performances by bringing an ornament for the lobby`s Christmas tree- or by naming six of Santa`s eight reindeer or mentioning a relative who gave you an ugly outfit. (The ornaments will be donated to a children`s shelter.)
