Bioplay on coach calls for different marketing ploy

Of all the media outlets in which a Broadway show seems least likely to show up, Sports Illustrated is at the top of the list.

But then, “Lombardi” — the bioplay now in previews and recently featured in SI — isn’t going after the usual Main Stem demographic.

Centering on the life of the coach whose name adorns the Super Bowl trophy, “Lombardi” has enlisted the National Football League as a producer. The org, in lieu of ponying up coin, is working to promote the show to the football fans who watch its TV network and frequent its website.

NFL also has contributed memorabilia to adorn the lobby, dovetailing the historical appeal of the org’s Pro Football Hall of Fame with the behind-the-gridiron tale.

“The marketing message to our fans is more about the uniforms and the football and the Lombardi quotes, the things they’re familiar with,” says Tracy Perlman, NFL’s veep of entertainment marketing and promotions.

The football fan would seem to be the toughest sell for Broadway shows, many of which already have trouble pulling in the straight-guy crowd.

“Everyone in the Broadway community is trying to figure out how to expand the audience,” says Tony Ponturo, a former sports marketer who is a producer of “Lombardi.” “We knew it was going to be a challenge.”

New stamp for ‘Stomp’ duo

As “Pandemonium,” the found-object orchestra attraction that is the latest from the creators of Off Broadway long-runner “Stomp,” makes it way across the country in its current tour, auds may notice a few surprising credits for its two creators, Luke Cresswell and Steve McNicholas.

Namely: They also have a career directing 3D Imax documentaries, such as 2008 underwater outing “Wild Ocean” and the upcoming “The Last Reef.”

Filmmaking was always part of the game plan. “We originally sketched out ‘Stomp’ as a series of short films we wanted to make,” McNicholas says.

The current legit project is a hefty stage production with 25 orchestra members supplemented by local choruses of about 30 in each city.

Despite the fact “Stomp” has grown into a cost-effective and profitable brand, some arts impresarios were wary of hosting the large-scale “Pandemonium.”

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