Today action: Marcus Burkhard
Publicis is promoting theater season tickets featuring actors at a special price
Publicis advertises Schauspielhaus subscriptions with performers at a special priceWhat is cheap for every Hörnli dealer should be expensive for the Schauspielhaus: Multipack or low-price offers are now also available in Zurich's theater culture. Thanks to a cunning idea from Publicis CD Markus Gut, who wants to encourage Zurich residents to buy theater subscriptions for the badly shaken Pfauenbühne with three TV commercials. In fact, audience numbers have never been as low in the last ten years as they were last season. The performances were able to attract just 1,190,40 people interested in culture to the various stages - around 13 percent less than in the previous year. The number of subscriptions sold also plummeted from 4,776 to 3,001 last season. Theater heute may vote the Pfauenbühne "Theatre of the Year" for a long time, but the figures speak for themselves.
The poor utilization of the performance venues has sent income plummeting, while contributions from the public purse have risen dramatically. The Board of Directors of Schauspielhaus AG is therefore calling for the funding gap of around CHF 4 million to be closed. No easy task for the star in the cultural firmament.
Buy the actor from the department store
The Zurich agency has devised a surprising strategy to ensure that the theater, as a moral institution, can still avert bankruptcy: "Why shouldn't advertising for culture with classic retail sales mechanisms also help the Schauspielhaus to attract more spectators?", asked the creatives around CD Markus Gut and set the three new commercials in a department store environment.
The protagonists of the commercials are also "real" actors from the Schauspielhaus, but they are degraded to a product. Since October, astonished Tele-Züri viewers have seen the actor Marcus Burkhard lying in the freezer between oven fries and Brussels sprouts, with a sign reading "Tiefpreis" (low price). Jean-Pierre Cornu sits behind a "Get it now" sign on the shelf.
The third spot shows Raphael Clamer's barcode being scanned by a cashier. The claim promises "Cheaper with a subscription", ironically dramatizing the advantages of culture in multipacks. In addition to the existing offers such as the general subscription or the Abo Plus, a "Marthaler stays subscription" has also recently become available. The latter also fills the solidarity fund for the artistic director. So that he does not have to follow the call of the lark and does not fall victim to his planned motto for the coming season: The new poverty.
Incidentally, the management justifies the "exorbitant admission prices" on its homepage with "previous cultural policy failures of this community". The high prices are "structurally necessary" in order to "secure the income of the impoverished public limited company." Simone Keller
The poor utilization of the performance venues has sent income plummeting, while contributions from the public purse have risen dramatically. The Board of Directors of Schauspielhaus AG is therefore calling for the funding gap of around CHF 4 million to be closed. No easy task for the star in the cultural firmament.
Buy the actor from the department store
The Zurich agency has devised a surprising strategy to ensure that the theater, as a moral institution, can still avert bankruptcy: "Why shouldn't advertising for culture with classic retail sales mechanisms also help the Schauspielhaus to attract more spectators?", asked the creatives around CD Markus Gut and set the three new commercials in a department store environment.
The protagonists of the commercials are also "real" actors from the Schauspielhaus, but they are degraded to a product. Since October, astonished Tele-Züri viewers have seen the actor Marcus Burkhard lying in the freezer between oven fries and Brussels sprouts, with a sign reading "Tiefpreis" (low price). Jean-Pierre Cornu sits behind a "Get it now" sign on the shelf.
The third spot shows Raphael Clamer's barcode being scanned by a cashier. The claim promises "Cheaper with a subscription", ironically dramatizing the advantages of culture in multipacks. In addition to the existing offers such as the general subscription or the Abo Plus, a "Marthaler stays subscription" has also recently become available. The latter also fills the solidarity fund for the artistic director. So that he does not have to follow the call of the lark and does not fall victim to his planned motto for the coming season: The new poverty.
Incidentally, the management justifies the "exorbitant admission prices" on its homepage with "previous cultural policy failures of this community". The high prices are "structurally necessary" in order to "secure the income of the impoverished public limited company." Simone Keller
