ooks like theatre producers will no longer be able to sententiously critique Hollywood for being crass, commercial and corporate marketing driven. It all started in 2005, when a line in Neil Simon's play was subtly substituted. Where a character in the original play in 1966 would have said, "A double Scotch, again, sir?" the 2005 revival had the character saying, "Gran Centenario, the tequila?" Increasingly, marketers are teaming up with theatre producers to promote their products and services. Notwithstanding the usual sneers from purists about the commercialisation of the last bastion of high art, it's a win-win situation for both marketers as well as theatre people. Marketers can't afford to not seduce the 12-million (according to The League of American Theatres and Producers) strong theatre-going audience in the US. This excludes the substantial population that regularly watches off-Broadway productions, as well as travelling and regional shows.

Meanwhile, theatre producers can't stop smiling either, since some of their production costs can now be offset through this. According to the League, around $165 million were spent on new productions in the season that ended in May 2005. And how do marketers plan to target this very captive audience, who can't switch channels or zap through a commercial in a stage production? Easy! Through innovative marketing initiatives like pre-show skits, theatre naming rights, product integration in the scripts as well as merchandising. Examples include The Hilton Hotels and Resorts Group sponsoring the musical 'Chitty Chitty Bang Bang', Visa sponsoring the national tour of 'Movin Out', and Evian placing water bottles as props in prominent plays. ... more