All posts by AR Nicholas

I’m Not Waiting ‘Til They Pick Me

Film, LAFPI, Performing Arts, Playwright, playwriting, Production, , , ,

By AR Nicholas

We struggle to write, often looking for something to take us out of the struggle. Just
for a few minutes, we tell ourselves, then we’ll come back fresh, inspired by new ideas
of how to fix what’s not working. Despite the struggle, we are compelled to write. It is
a calling and a padded cell of our own making. We feel bad about ourselves when we
don’t write, and guilty about doing anything else unless we’ve had “a good day” and
gotten a few words out. But when we overcome the impediments of the day job,
family, illness and limited time to actually write something–that is, to pull something
out of a hat where once there was nothing– it’s the best feeling in the world.

I’ve grown to love the process of writing even when it goes nowhere. Good thing,
because the results, if measured by my work being chosen by others, is about 200 to 1.
I send plays out far and wide to be considered for festivals, readings and labs, usually
landing a rejection in reply. Mostly though, I hear nothing. At least a rejection is
acknowledgment of my existence even if there’s no guarantee someone read my play.
And I am not being wholly cynical when I tell you that not all submitted plays get
read, or that theatres have closed-minded, pre-existing agendas for programming.
I’ve been a “selector” for various theatre contests over the years and witnessed the
behavior first hand. These theatres may appear inclusive but they want their selected
playwrights to tick certain boxes. Blind submissions? There are ways around them. A
similar process goes on with union actor auditions. SAG/AFTRA and AEA mandate
auditions for projects but they’re often going through the motions. Producers and
directors know who they’re making offers to when those auditions begin.

I don’t say these things to depress you. It’s taken me a very, very, very long time to
accept that the likelihood of a visionary Artistic Director discovering my work and
plucking me from obscurity is pretty much nil. And the older I get, the less likely it is.
Honor Roll, the advocacy collective of female playwrights over 40, has said as much,
which is why they formed to fight ageism and sexism in theatre. But I’m over 60, now,
so probably a lost cause. Fortunately, as I’ve gotten older, I’ve also developed a true
love of writing for writing’s sake. But I also write because I want to share my thoughts
with other people. In theatre, that means a reading or production, when there’s an
opportunity for me and other humans to be in conversation about things we think
matter. So what happens when those opportunities don’t arise? Sometimes having
written is not enough and I need to find a way to get my words into the world.

The pandemic showed just how vulnerable the performing arts are to plague. But the
truth is, and for lots of different reasons–ticket prices, cheap streamers, the cost of
gas and childcare and other logistical hassles– it was increasingly difficult to get butts
in seats even before Covid hit. When it did and theatres shut down, theatremakers
sought other outlets and many found ways to share their work online. Zoom became
the go-to for readings and productions of various sorts. Previously filmed and taped
plays were brought out of the archives and streamed while some new work, when
able to be captured safely, found its way online as well.

You may be done with Zoom plays but even NY Times critic Elizabeth Vincentelli,
says online theatre is not going away. There are audience members who claim they
will never sit in a theatre again, who actively search out plays they can watch from
home. Yes, it’s difficult to get people to watch them sometimes but is it any easier to
get people to drive 45 minutes to a theatre? It will likely depend on what the play is,
who’s in it, etc. but I’m not talking about the star-studded, LORT, extravaganza. I’m
referring to the new play by the unknown playwright starring no name actors. That
play doesn’t get the buzz and it doesn’t get the butts.

So if you’re tired of waiting to be chosen, I’m making a pitch that you get your work
out using Zoom or other online tools. Take advantage of what these platforms offer
rather than falling victim to them. Turn them on their heads. And you can do it inexpensively–possibly even for free. I know because I did it with my one hour Rom-
Com, BRIDE & ZOOM, and we had a blast.

A Zoom account is free. You can record what happens on Zoom onto a hard drive.
Decent audio quality is well within reach with a few adjustments in preferences. And
once all is captured, you can edit what you’ve recorded using the editing software that
came with your computer. Put some titles on it and if you’ve hired non-union actors,
you may have created something that was entirely free. Of course you should pay
actors and if you’re not directing, you should pay your director and because you’ll be
editing the recorded footage, you will likely need to pay an editor, unless you want to
teach yourself. But you can produce your work and post it online for free.

Now consider producing for a 99 seat black box. Let’s say your show runs Fri-Sun for
4 weeks with a ticket price of $25. The max box office take would be $29,700. But you
know you won’t sell all those tickets, at least not at full price. And the cost of
producing the show will far exceed that amount, between renting the theatre (low
end $10K for 5 weeks), hiring tech–lighting, sound, costume and production design
(all in, maybe $12K)–actors (depends on how many but let’s say three AEA actors for
rehearsal period and the run, maybe $8K), not to mention building the sets ($5K),
equipment rentals, insurance, props, craft services… you are looking at a LOT of
money, close to $40,000, that you cannot get back from ticket sales unless your show
is a giant hit and goes on to theatrical success all over the country. Spending that on
ourselves should give any of us pause. Talk about a vanity production!

On the other hand, BRIDE & ZOOM was a union show conceived and written for the
Zoom format and produced for $6000, which included a website and professional
Zoom and Vimeo accounts. We used the SAG-AFTRA microbudget contract for
projects under $20K. (Note: The AEA and SAG-AFTRA contracts, are a moving target
so if you want to use union talent, read the fine print) and employed eleven actors!
B&Z was shot out of order with extensive editing so the SAG-AFTRA contracts were
the only option for us, which turned out to be fortunate. The project was eligible for
film festival submissions and has been official selected at a couple so far. The thing
to remember with the SAG-AFTRA microbudget contract is, if you, as producer, have
the opportunity to make money by posting your project for sale online, you need to
discuss with the SAG-AFTRA rep before you do so.

I started writing a rom-com as antidote for my pandemic gloom, and then realized
Zoom was the perfect place for it. If not for the pandemic, I would never have
thought to re-envision BRIDE & ZOOM for Zoom itself. But having produced for live
theatre, I can tell you producing for Zoom was a lot easier, not to mention cheaper.
And taking control of my writing felt empowering.

We all want someone to love our work and produce it for us, but in the absence of
that benevolent someone, it comes down to, “If not you, who?” Producing your show
online is a way to avoid the gatekeepers.

AR Nicholas is an award-winning playwright, screenwriter and consultant who, during the
pandemic, created Bride & Zoom, a “vidgie” written for and shot on Zoom
(BrideandZoom.org). She is preparing her 3rd feature film, @oldladiesfindmoney. More at:
https://arnicholas.com, https://linktr.ee/ARNicholas

A Pox on my Playwriting

LAFPI, playwriting, , , , , , , ,

By Anna Nicholas

Writers write. Right? I’m a writer but I have discovered I’m not great at writing during a plague. I’m not Shakespeare. Only Shakespeare could turn out King Lear, Macbeth and Antony and Cleopatra while massive numbers of people were dying just outside the door of his stucco and thatched roof house. It’s amazing the aerosols didn’t penetrate the walls and take him out. Then again, maybe he had amazing antibodies–not that anyone knew what they were. It does seem as though cycles of bubonic plague were actually helpful to Mr. Shakespeare. Between 1603 and 1613, during a time when his powers as a writer were at their height, when he wrote some of his most enduring plays, the Globe and other London playhouses were shut for a total of 78 months. That’s 60% of the time.*

In contrast, during the first 2 months of our plague, I have written one short post-apocalypse play in which Jared Kushner gets eaten, and am mired in two rewrites. One is a full-length stage play that some people claim they want to produce when and if things return to normal. The other is a full-length screenplay I was hoping to direct later this year. But with all the concerns the threat of Covid19 poses to making theatre and films–love scenes with masks and the like–I don’t count on either project happening any time soon. What happens with my writing is out of my hands. But my hands can still write.

Here’s what I’ve discovered about writing during our plague that’s good: I am able to have ideas for writing projects and write them down. I am able to write first drafts. I am able to free-write without judging. Not judging IS a writing skill and one I’m not always good at, even in the best of times. But now? I give myself and everyone else a bye. What I cannot do as well during this plague is rewrite. That’s because the hardest part of writing for me isn’t writing; it’s thinking–the kind of deep thinking which is arguably the most important part of writing, where one needs to figure out what must be added/ cut/changed, and in what order, to make the rewrite work. The plague has negatively affected my ability to think deeply and lucidly about almost everything except what needs to happen in the next election cycle. But I digress…

Neurologists and brain chemistry experts might say that during times like these our fight or flight mechanisms are on high alert. We’re looking for “news we can use” all the time, which means we’re operating on a more surface level– Where do I get a Covid test? What kind of homemade face covering will be most effective? How can I help essential workers in my small measly way, while I’m out of a job, no money’s coming in and I haven’t showered in a week? 

Being in this mental state takes up a lot of brain capacity. So there’s a physical reason why I, and possibly you, are not writing like Shakespeare. But bear in mind, even Shakespeare wrote first drafts. I like to think he too, was distracted by the events outside his door, just as I am. And he wrote anyway. He wasn’t distracted by memes, TikTok and the 24-hour news cycle but he was worried about where he’d get his mutton and mead. And so, I believe, that during Shakespeare’s plague, he wrote his vomit first draft of King Lear without judging it. Then, after the plague was over and the Globe had reopened, he went deep and rewrote it. He found a way to keep writing and that’s what I’m doing too.

* The Guardian, March 22, 2020

https://www.theguardian.com/stage/2020/mar/22/shakespeare-in-lockdown-did-he-write-king-lear-in-plague-quarantine

AR (Anna) Nicholas is a playwright, filmmaker and actor. Website: AnnaNicholas.com; Twitter/Instagram: @aroyaln

An Interview with Constance Congdon

Conference, Interview, LAFPI, Playwright, playwriting, , , , ,

by Anna Nicholas

As a playwright fortunate enough to participate in the William Inge Play Lab this year, one of my favorite Master Classes was given by Constance Congdon (Tales of the Lost Formicans, Gilgamesh, Raggedy Ann and Andy and others). Connie’s been teaching playwriting at Amherst College for twenty-three years and knows her way around a writing exercise*. She graciously agreed to sit down and talk about her plays, writing for theatre and what if anything had changed for women playwrights since the production of her first play, Gilgamesh, in 1977.

Constance Congdon

 

AN: What was your earliest theatrical experience?

CC: I had puppets and used to perform puppet shows over the top of my parents’ bed. Later, when I was in Junior High, I played “Mammy” in A Feudin’ Over Yonder and got a lot of laughs. Though I love actors I never wanted to be one. (Note: I saw Connie kick it in the “Improv to Page” workshop conducted by Ron West and Catherine Butterfield. Connie can act.)

 

AN: Did you study theatre in College?

CC: I was an English major and not a great student. It took me 6 years to get through. Of course it didn’t help that I kept moving and had to pay for school myself.

 

AN: So, no theatre in college. How did you find your way back to it?

CC: I had lots of jobs but the life-changer was as a mobile librarian. I discovered children’s literature and reading aloud to kids. Something was sparked and that experience served me well when I began writing plays and musicals for the Children’s Theatre of Minneapolis. I hadn’t known that would happen when I boarded the book mobile.

 

AN: What was your first play and first production?

CC: Gilgamesh at St. Mary’s College in Maryland where I was teaching remedial reading at the time. They gave me a first class production. Not all my plays have been so lucky.

 

AN: Tony Kushner calls you “one of the best playwrights our country, and our language, has produced.”[2] But for whatever reason, I’ve never seen or read any of your work. I’m going to rectify that now and catch up on your canon.

CC: Thank you.

 

AN: You taught at Amherst College for twenty-three years. Over the course of your career in both teaching and playmaking you must have observed some changes in how women are perceived in the theatre.

CC: Not as much as I’d like. There’s more opportunity for women and the awareness of the need to produce women’s plays has increased, but there’s still a resistance to the female voice, whatever that means. It extends to Artistic Directors and Literary Managers and sadly both men and women.

 

AN: Now that you are retiring from Amherst, what’s your game plan?

CC: At 72, I am energized to see more of my work get to the stage. A few years ago, I was fortunate to be part of Profile Theatre’s one playwright a year with a few of my plays. And I have just finished a new work called Hair of the Dog: The Foule Murder of Christopher Marlowe as Uncovered by William Shakespeare and am working on a book on playwriting with Mac Wellman and Jeff Jones.

 

AN: What advice would you give to female playwrights?

CC: My biggest piece of advice is to apply for grants; particularly state grants if they’re available. It’s usually other playwrights like me who read the plays and make the decisions, which is good. And if there are no state grants, apply for any arts grants that exist. If you want to teach, get your MFA. It’s important for the boards and administrations of most colleges and universities to know you’ve been vetted. Go to theatre festivals and network. Familiarize yourselves with different theatre departments and submit, submit, submit. I also advise not to worry about reviews. I’ve never gotten good reviews and I’ve made my peace with it.

 

AN: I loved your Master Class and the “rant” exercise *. Can I share it with the playwrights who read the LAFPI blog?

CC: Absolutely.

 

Constance Congdon’s “Rant” Exercise: As yourself or one of your characters, write a rant for a solid 10 minutes. Let the vitriol out at a person or something you hate. Don’t edit and write honestly, like you’re going to rip it up. Have someone call time at 5 minutes, 2 minutes, 1 minute and 30 seconds. The idea here is not to break up the “planning” that often occurs in the writer’s mind about what you’re writing. When you’re done, read it. Take a breath and then write for another 10 minutes but this time you are writing the rebuttal to your rant. You can be the person ranted against, or someone else with a strong point of view about the first rant. The third part of the exercise is to go back and forth between the original rant and the rebuttal, taking one or two lines from each and you might just find yourself with the beginnings of a scene.

 

Anna Nicholas just returned from the 2017 William Inge Play Lab, where her play, Ocotillo was chosen for development. Annanicholas.com

 

 

Finding Your Fringe

Fringe Festival, LAFPI, Playwright, Production, , , ,

By Anna Nicholas

In late January, I traveled to Portland, Oregon to see a short play of mine debut at Fertile Ground (http://fertilegroundpdx.org), what Portlandia calls its theatrical fringe festival. Fringe festivals exist in most major cities these days and provide writers, directors and performers of all types, a way to get their work seen. If you’re not fortunate enough to have a pipeline to production, it’s time to consider being on the fringe.

I am a bi-city kind of woman these days, with work in Los Angeles and in Portland, and thus I qualify to submit (Fertile Ground, unlike some fringe festivals, only accepts submissions from those with local ties). Since many Angelenos have ties elsewhere, you too may find yourself with the ability to submit work to fringe festivals outside of LA as well.

The Edinburgh Fringe Festival (https://www.edfringe.com ) is the great mother of theatre festivals. Her origins are humble and date to the 1940s when three London based theatre companies ventured north to Scotland to put on works “on the fringe” of the official Edinburgh International Festival. The “fringe” at the time referred to both geography and subject matter. Since then, Edinburgh has steadily grown to become what a recent edition of The Dramatist magazine intimated was such a huge festival, with so many offerings that it had become overwhelming for both participant and audience member. One woman interviewed said it would be impossible without a cocktail.

Edinburgh’s success has also spawned similar festivals around the world, which are, thankfully, of more manageable size, including Fertile Ground, which began in 2009, and the Hollywood Fringe, (http://www.hollywoodfringe.org) which debuted in 2010 with 130 shows. In 2016, that number swelled to 296, while this year’s Portland fringe was just behind that with 295 works presented.  Both festivals are unjuried; meaning  if your show meets the specs (not too hard) and you pay your fees, you’re in!

Unlike Fertile Ground, anyone anywhere can submit to the Hollywood Fringe Festival, though it still attracts a predominantly SoCal contingent of artists (there is a deep pack of talent here, after all).  But if you want to try your luck elsewhere, similar fests happen annually in San Diego, Tucson, DC, Ft. Lauderdale, Atlanta,  Chicago, Providence, NYC, Cincinnati, and the list continues to grow.  I’m an advocate of not waiting around for someone to discover your work, put a team together for a fringe festival. And by the way, submissions for Hollywood Fringe 2017 are now open.

 

 

Anna Nicholas is a published novelist (The Muffia Series, Homegrown: The Terror Within), produced playwright (Buddha Belly, Petting Zoo Story, Villa Thrilla, Theatre in the Dark, Incunabula) and actress. More info at: annanicholas.com

 

The Self Production Series with Anna Nicholas: #16 The Wrap…

LAFPI, Playwright, Production, , , , , , , , , , , , , , , , , , ,

#16. The Wrap—Lessons Learned, Settling Accounts and Moving On

By Anna Nicholas

Eventually, closing night will arrive. Your actors will take their final bows and the people who worked so closely with you to bring your play to life, will go their different ways. All the work, all those sleepless nights, the worry, the bleeding of money, will cease. And when it’s over, you’ll be left with a sense of accomplishment, even if it’s tinged with a degree of sadness.

You’ll also likely realize a few things you wished you’d known before you started. That’s what this post is about. It’s the cheat sheet of the whole Self-Production series with some “if only I’d knowns” tossed in. If you went to school for theatre management, all this may be overly simplistic. But for those of you who came to theatre production via an alternate path, here’s what I can tell you after having self-produced:

  • The Budget – Put together a reasonable budget, based on recent research in your area, talking to others who’ve produced and by getting bids from possible hires. Figure out where you’re getting the money to pay for your show and have most of it raised before you begin rehearsals. You shouldn’t count on selling tickets to cover your late-in-the-run costs. And worrying about how you’ll cover your commitments instead of your play will only lead to misery.
  • The Where – Select a theatre—in budget—which suits your play viz a viz the size of your set and cast, as well as for its geography. Make it easy for your audience to come see it. Think about a non-traditional venue for a non-traditional piece—a museum or a restaurant. Audiences enjoy novel experiences. LA based writer/producer Eric Rudnick suggests selecting a theatre where support is offered in the form of staff and equipment, and “Make sure you get names and numbers of everyone—box office, technical directors, concessions people, etc.— and establish communication early on.” Will they help you strike the set when your show closes? Make sure that’s in your contract.
  • Hiring your director, co-producer, stage manager, designers and builders—Rudnick says make sure you get hard quotes from all the members of your team or you might suddenly find your budget blown on one line item. Playwright, Mary Portser, goes further saying, “Make sure you get solid commitments from all your hires for the time period you need them or you may find yourself scrambling at the last minute.” Ask questions—even if you feel silly doing so. Once rehearsals started, Rudnick discovered his otherwise fantastic stage manager had neither a car nor a smart phone. So she couldn’t be reached, nor could she be counted on to bring snacks and water to rehearsals. “Take nothing for granted,” he says.
  • Casting – Select actors who are committed to their careers AND to your project. Vet people. Choose actors who ideally come with their own fan base who will be a draw to audiences. It’s a little sad but having an actor of some renown in your show will sell tickets. And if you’re a no-name playwright, self-producing your own work, this becomes even more important. You’re competing with so many other plays, TV shows, movies—you have to give people a reason to come see your show. If you’re using Equity actors, familiarize yourself with the union rules in place in your area.
  • Promotion – If you can afford a publicist, hire one—ideally someone with social media savvy who knows how to use Twitter, Facebook and Instagram. And whether you have a publicist or not, establish your show’s social media presence at least as early as the start of rehearsals. Get your cast and crew onboard with promotion and sharing posts, tweets and any videos or pictures. If you’ve selected your play and team wisely, you’ll create a buzz through the exponential power of the Internet. Don’t forget to GGG—get good graphics! Have a visually provocative campaign with an intriguing logline to put on posters, postcards and ads.
  • Ticketing – Register with all the ticket outlets to maximize visibility across all the possible platforms where tickets can be purchased. Develop creative strategies and synergies to sell those tickets. Offer discounts and giveaways, and develop cross-promotions with local businesses and restaurants. Try to get local business to have a stake in your show.
  • Critics – Try to get critics excited about your show and to promise they’ll see it as close to opening night as possible. If you have a publicist, he/she will be working on this for you. However, if it’s looking like the only way you’ll get a review is to pay Bitter Lemons, decide if it’s worth it to you. A lot of reviews and reviewers don’t carry much weight. You might be better served using that money to draw audiences in a more creative way.
  • Prepare for the unexpected because it will happen on the way to Opening Night. Rudnick suggests things will go smoother if producers keep the channels of communication open, “You don’t and can’t know everything so remain open to possibilities even while having a vision. Listen and try things before saying, ‘no.’ “
  • Know it’s likely to be stressful. If you’re the type who gets stressed, figure out— ahead of succumbing—how you’ll deal with it. Playwright Portser says she didn’t realize the amount of work there would be the month before opening. “Between being at the theatre–for rehearsals, letting tech people in, cleaning the place, contacting people online, and then hunting for props, picking up flyers, programs, etc., it was full time.”
  • Surround yourself with kind, competent people with good follow-through and take care to be kind to EVERYONE who is helping you. The corollary to this is: If you are unkind, apologize immediately. It’s unlikely you’re paying people what they deserve. So if you go berserk on your production designer because an actor quit on you, say you’re sorry for taking it out on her. As Tiffany Antone says in her Little Black Dress Blog http://www.littleblackdressink.org/for-kendra-and-all-the-other-playwright-producers-in-the-room/ sometimes you’re the pain in the ass so be nice.
  • Lastly, keep good financial records (or hire someone to do it). Hopefully you made money or at least broke even. But if not, and you’re facing a loss on your production, you may be able to write off those losses, particularly if you are a financially successful writer or actor in some other medium. But don’t quote me on that because I’m not a tax professional. A tax professional would probably advise a less risky venture.

For myself, I had a blast self-producing my show, and in recounting for you my experiences doing it. Would I do it again? Absolutely. I hope you’ve enjoyed the ride.

 

Anna Nicholas

Annanicholas.com

 

The Self Production Series with Anna Nicholas: #15 The Critics…

LAFPI, Playwright, Production, , , , , , , , , , , , , ,

#15. The Critics – Should You Care?

By Anna Nicholas

Save a playwright, shoot a critic? Unwise; though many a playwright has thought about it. According to Bernardo Cubria, who helms a NY Theatre podcast called Off and On, “At some point in their lives, theatremakers develop hostility towards theatre critics.” To Bernardo I’d say, “Why bother?” One bad review doesn’t make or break a play, a playwright or a theatre; even if it feels that way sometimes and even if the person penning the review might like to think he’s got that kind of power. Similarly, a couple of great reviews won’t necessarily drive people to your play and turn it into a hit. And sometimes a bad review can even make people want to see a show.

If anyone remembers the controversial and often hostile New York Magazine critic, John Simon, now 90, you might know what I mean. His brand of theatre criticism was erudite but scathing and after reading a Simon review, I would often feel compelled to see the show that was the source of so much vitriol. A case in point was Joseph Papp’s Cymbeline. In Simon’s 1989 review of that show, he took apart (among other things) the actress, Joan Cusack, and her performance: “The heroine, considered by many, Shakespeare’s most golden girl and described right off as ‘divine Imogen’ is played by Joan Cusack, known from the movies as the low-comedy, lower-class, addlepated or wisecracking, homely sidekick of the leading lady. Here she looks like a travesty of Tenniel’s Alice after ingesting EAT ME (but having grown more sideways than upward) and talks in her usual proletarian accent and in that breathlessly breathy voice we associate with Saturday Night Live parodies… Miss Cusack remains ‘unimogenable.’” You can read the whole review here. Yes, it’s cruel but I think it’s also a case of so much hate being the flipside of love. To work up the passion to be so nasty, at least he cares! I think it’s way better to be hated than leave the likes of John Simon wholly indifferent. Personally, I miss this type of theatre criticism because as cruel as people thought Mr. Simon to be, he knows the English language and theatre history and, best of all, he was entertaining to his readers (unless of course you happen to be the victim of his ad hominem evisceration that week). As a playwright and novelist who’s developed a thick skin, I’d rather have a scathing John Simon review than a milktoast blogger spewing my plot back at me anyday.

But back to you… “I need to get critics to see my show!” you say. “If I don’t, people won’t come!” Possibly. But there are plenty of stories about shows by no-name writers, starring people no one knows, that somehow get traction, and go on to be successful. When these shows finally do get reviewed it’s almost embarrassing for a critic to admit he’s so late to the party. See it’s hard being a critic, too. Think about it, if she says awful things about the work, she’s accused of being cruel; if she’s too nice, she’s pandering.

Critics are just there, like your set, and they have always had a symbiotic relationship with theatre as well as the other art forms. They have just been opining longer and louder so we have elevated their opinions above those of every other person seeing shows or movies or museum exhibitions. Maybe we shouldn’t care so much.

Jonathan Mandell, a member of the American Theatre Critics Association, has written about theater for Playbill, American Theatre Magazine, the New York Times, Newsday, Backstage, NPR.com and CNN.com, among other outlets. He currently blogs at  New York Theater and tweets as @NewYorkTheater. HowlRound, which bills itself as a “knowledge commons by and for the theatre community” invited Mandell to answer the question: “Are Theatre Critics Critical. An Update.” In the post he quotes Mark Twain (along with several others of varying perspectives) on the value of critics and the future of criticism in general. Mandell’s been in the trenches and I recommend all aspiring producers read the piece. But in essence, Mandell thinks theatrical criticism no longer has the sway it once did.

As touched on in previous posts, our need to be reviewed stems from our fear that without good notices, our show will somehow not have the legitimacy needed to fill seats. But this isn’t true. There are other ways to get people to buy tickets and we all need to think more creatively about how to do that. There are too many tiny theatrical presentations, at least in LA, for the critics who count to get to them all. And even if they could, there’s no guarantee they will review your show with the enthusiastic pull-quotes you need to promote it on posters, websites and ads.

But don’t worry, the economics of supply and demand have kicked in—at least in LA—and, as a result, several things have occurred. The first is that the limited supply of what I’ll call the “power” reviewers has created a vacuum that’s been partially filled by bloggers and others who call themselves critics. They write for online sites like Stage Happenings that don’t have much clout with the LA theatre intelligentsia. Even a good review from one of these folks won’t motivate most of your potential audience to buy tickets. And yet, you may feel having a few of these independent blogger types review your show is better than nothing? It’s not for me to say. I would argue, however, that you should consider fresh ways to promote your show rather than grovel at the feet of critics, particularly critics with no clout. It’s a waste of time.

But if getting a critic or two to review your show is of utmost importance, there’s a sure fire way to get at least one person to write it up and this presents the next item on the list of what’s been spawned by the reviewer vacuum: since April 2015, producers in Los Angeles can pay for the privilege of being reviewed. That’s right, for $150, (or less if your show’s a “fringe” show) you can pay the creators of the Lemon Meter who run the online review-aggregator site known as Bitter Lemons to review it. I don’t think an artist should ever have to pay to be reviewed, but you can read all about what’s called the “Bitter Lemons Initiative” (BLI) in the BL boss’s own (and excessive number of) words and decide for yourself: http://socal.bitter-lemons.com/learn/article/2456

Even if you pay for your BL review, it’s still not going to have the weight of a review from the LA Times or NPR. That’s because a lot of seasoned theatregoers still don’t even go online. They trust their big local newspaper and nothing else. It’s also because another part of the theatre-going population goes to shows to support friends, damn the reviews. In 99-Seat theatre in LA, which I attend at least a couple of times a week, I see the same people in the house over and over. The new folks are usually friends of cast members I’ve never met. This is fine but it goes to the question of who the audience is for small theatre. I submit that most of the people in the houses of waiver theatre are not there because of the reviews. We all know each other. That said, in order to be really successful, one needs to break out of that womb, as it were, and reach an audience that might be interested in your play if they simply heard about it. This might mean getting a star in a lead role (see the casting post) or doing a play that’s particularly topical. So you see the problem isn’t really critics, it’s marketing and that starts way back when you’re considering what play of yours to produce.

As a group, critics are like any other. Some are good and some are terrible. Some have agendas they’re unable to put aside when writing a review. It rarely happens that everyone who sees your play, critic or not, is going to love it. What people think is out of your control. My advice: Don’t give critics that kind of power and just do your work. You didn’t write your play for critics and if you did, you might want to reassess your theatrical motives. Playwright and co-artistic director, Daniel Pinkerton, summed it up well in the comment section to Mandell’s post, “Does a bad review hurt some people? Yup. Is war hell? Yup. Next subject, please.”

End of Post

 

The Self Production Series with Anna Nicholas: #14 Getting to Opening Night…

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#14.  Getting to Opening Night or overcoming obstacles so you can have one

by Guest Blogger Anna Nicholas

Getting a play ready for an audience can be exciting, hard work, torturous, expensive and maybe even fun. But I don’t think it’s the producers who experience much of that last one. Understanding ticketing (the subject of the previous post) and all its 21st century permutations will likely be the least of your concerns. Filling seats may be critical to your show’s financial viability. But being ready for that audience trumps all in terms of the show’s critical success and your play’s future viability. If it’s not you might find yourself returning money when you delay opening or close early because you never should have opened.

Villa Thrilla needed more time to be ready for an audience but we forged ahead anyway, despite encountering more than our share of obstacles. We had 5 ½ weeks for rehearsal, which should have been enough, but one week in we lost a key actor in our 10-character show and it took another 10 days to find a replacement. Several actors were sick, or otherwise didn’t make it to rehearsal a lot. They had auditions, sick parents and/or needed to leave the state to attend religious holidays, which had somehow appeared on the calendar after they turned in their conflict sheets. Grrr…

It was a brand new play that could have benefited from workshopping, a luxury we didn’t have. Rewrites were needed for any number of reasons—bits didn’t work, actors had trouble with lines, our set would not accommodate the actions I’d written or—here’s a good reason to rewrite—I found ways to say things more concisely. All these rewrites meant new pages daily until Gary (our director) said “Stop!” I didn’t want to kill multiple trees in this process so I’d bring in new pages to insert into existing scripts. Well, this was a failure with most actors having the “old page 6–A-2” or whatever it was. This reached a devastating conclusion at what must have been among the worst designer stumble-throughs in the history of theatre. It brought new meaning to the phrase “not on the same page.” Our well-mannered lighting designer wore an expression of embarrassed dread. I was feeling both too.

Then there were the stage and set preparations that went awry. The scrim was measured wrong or so said the construction crew. Or was it that the construction crew cut the scrim wrong, thereby screwing up the designer’s measurements? We had to buy more expensive scrim. Critical personnel were rarely there at the same time so communication broke down. We had plenty of time to build the set before opening (though it was an elaborate one) but we had delay after delay with causation and responsibility difficult to ascertain. Promises made, broken, remade and broken again. And if you’ve been reading these posts, you might remember the “couch” issue, where I drove all over LA wasting gas and checking out couches that would meet the expectations of the set designer, Gary and my wallet. I painted the floor myself, because it had to be done on a certain day and there was no one else to do it. And there were lots of other challenges with getting the set ready in time, though once it was up and functioning we were all very happy and it received its own share of good reviews.

Failure is not an option as one is negotiating all the obstacles one is faced with in getting a show up. It’s just a question of how you will compromise on your vision with the materials you have to work with, keeping in mind that vanishing time horizon as opening night draws near.

Then you get to tech week, which can be so torturous Anne Washburn wrote a play about it called 10 of 12, which just had a run at Soho Rep. Our first day of tech represented the first time all the actors were present for rehearsal since the first read-through, so for me it was less torturous than most other rehearsals. During tech, actors run through the bits of the show when light and sound cues occur. All that gets put into a computer for the Stage Manager. Fortunately for Villa Thrilla, we had an incredible stage manager in Josephine Austin. Throughout the entire process and despite all the turbulence, Josie remained unflappable and held us all together. Now, with tech over, Josie took control and we were ready for our two previews. No obstacles to overcome appeared on either night. Costumes, the set, make up, the board—everything worked. People came to watch and both previews went well. We made a tweak or two to sound/light cues but nothing major. There were also still quite a few bungled or forgotten lines but with ten actors onstage, someone usually knew where they were and could get the play back on track. All of us felt pretty good about the show we’d made and were looking forward to opening.

Finally, the Saturday morning of opening night dawned. Everything was ready to go. Our associate producer, Jerusha Aimee Liu had arrangements for the after party in hand. Wine, beer and concessions to sell at intermission had been purchased. A few critics would be in attendance though none from the top newspapers or blogs, despite our publicist’s best efforts. I knew what I was going to wear and there was nothing more to be done. So I rose early and went on a hike. About halfway in, my brother called throwing down the last obstacle I would need to surmount. His call was to tell me our father had died. Though it wasn’t a big surprise it was still devastating. Not only because I loved my father, but I had planned to see him two days later as soon as the show opened. I sat down on a rock and cried, questioning the timing of it all. I might have spent several hours on that rock but I had to get on with it. As things went, opening night went by in a blur. I was too blue to be worried about the show and being at the theatre kept me from wallowing in grief. I didn’t watch the show that night but from the audience response, I knew it went well. We’d gotten over that last hurdle.

Next up: Reviews and Keeping it Going

The Self Production Series with Anna Nicholas: #13 Ticketing…

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#13.  Butts in Seats and Selling the Tickets to Put Them There

by Guest Blogger Anna Nicholas

A playwright friend told me a story about how her first play was a week from opening when she realized they hadn’t accounted for how tickets were going to be sold. That’s TOO LATE! Once you’re in rehearsals (and regardless of how they’re going) you should already be selling them, or at least figuring out how to.

There are lots of ways to sell tickets; too many, really. So, if your budget allows, this is where you might be best served by hiring a box office manager or combo box office manager/ticketing person/”front of house” manager. This person should know how theatre tickets get sold in your town and have the experience to help you choose the best, easiest way to do it. And when I say best and easiest, I mean best and easiest for your potential customers, i.e., your audience; not you. Because believe me, they’re different.

Have you ever showed up to something, expected to buy a ticket and been told they only take cash? Or you’re online and whatever site you’re on doesn’t take a certain credit card? If you don’t want to lose a prospective customer, you want to make it easy for him or her to buy a ticket. If you don’t care about selling tickets or have such a small house, short run and built in audience that it’s not worth setting up multiple ways for people to buy tickets, then forget all this. But that’s not most plays and certainly not most plays that are self-produced.

I recommend some combination of making tickets available online, by phone and at the door. Sounds simple but stay with me. Figuring out what will work for you isn’t hard, it’s just one of those time consuming jobs that needs to be done.

Starting with the online ticketing sites, there are several to consider. Brown Paper Tickets is what we used http://www.brownpapertickets.com/createevent.html. You decide your ticket price and how many tickets will be available through this outlet. It allows your ticket purchasers to enter discount codes (that you disseminate via any number of ways) and keeps track of it all. At any time before online sales close before a given performance, you can see how many tickets have been sold and who bought them using which codes. Then there’s Eventbrite https://www.eventbrite.com which is similar in functionality but seems to be used for more “one off” types of events. And there are others popping up all the time. Each of these sites takes a percentage of ticket sales and will deposit net proceeds into a bank account or via other means such as a PayPal account that you choose at the set-up stage.

In LA, we have a more full-service site called Plays-411 https://www.plays411.net/newsite/ticketagency/ticketagency.asp It offers ticketing as well as other services to producers, including email blasts about your show that go out to their lists and “hosting’ your show’s informational page, which can serve as your website if you choose not to get a dedicated URL for your show as we did with villathrilla.com. On that page you can provide reviews, cast member info, pictures and the like. Publicists like it because they can go into the site and directly book Press tickets. We didn’t use Plays-411 though a lot of producers do. But I recommend due diligence. Not only do they take an up front fee plus a percentage of sales, several producers I talked to say Plays-411 can take longer to pay producers for tickets sold. Brown Paper Tickets paid within a few days of a performance. The amount of lag time can be critical if you are hoping to use ticket sales to pay actors and other expenses in the later weeks of your show.

You’ll also want to register with Goldstar http://www.goldstar.com/company/suppliers, which has become the go-to place to search for discount tickets. If your graphics and logline grab people here, you can even pull in people to your show that might never have learned about it otherwise.

Something else a producer must consider in Los Angeles apropos ticketing is the Ovation Awards, managed by the LA Stage Alliance. http://lastagealliance.com/tix/) To be considered for an Ovation, you need to be a member (or affiliated with a member theatre as we were) and your show needs to run for at least 6 weeks. You also need to make it available to Ovation voters for free. They will then use this outlet to reserve their tickets. Additional discounted tickets can be made available here too, though we didn’t pull in anyone other than voters from this site.

All of these outlets will get your show in front of prospective ticket buyers and give them an opportunity to buy. But I’m sure you can see the downside to having multiple outlets: Checking in with each of them to determine how many tickets have been sold for a given performance. This can be a headache and even a nightmare if you have a hit show, though granted a good nightmare to have. You have to decide how many tickets you will give each outlet to sell at what price, sometimes changing that number if one site is running low. Invariably mistakes get made and you and your various outlets have created a situation where more tickets have been sold than you have seats. The whole thing requires monitoring and that takes time.

Then there are phone and “at the door” sales, and believe me, there is a large, generally older segment of the population that still prefers one of these two means. They just feel better talking to a real person. We didn’t want to pay for a new phone number or use our own. So we got a free phone number through Google, which allowed us to both set up an informational outgoing message and allowed callers an opportunity to leave a message. We’d then pick up the messages and call people back to take a credit card number for their ticket purchase.

As for sales at the door, we accepted cash, check and credit cards through our Square account. There are a lot of different mobile credit card applications now so again, choose the one best for you and your customers. Percentages vary but I don’t think you don’t need to sign up for more than one of these.

We had a master list for each performance compiled that afternoon from all the different outlets we were using so we knew who to expect. As people arrived, we gave them programs for entry. This is what most theatres in LA do these days. With most people buying tickets online and having the ability to print a receipt, there’s really no need to print up tickets. But if you want to, there are plenty of services that will take your money.

In closing, whatever means you choose to offer tickets to the public, may you sell out your houses and make your nut back!

Theatre Ticket

 

 

 

 

Next up: We are winding down but there are still lots of topics to cover. Is there any aspect of Self-Production you’d particularly like to hear about?

The Self Production Series with Anna Nicholas: #12 Rehearsal…

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#12. Rehearsals – Or… Making it to Opening Night

by Guest Blogger Anna Nicholas

In the theater, things don’t always happen in a nice, sequential and unstressful order. And in Equity-waiver theatre—read low-budget—things not going as planned is the order of the day. Meaning a playwright doesn’t often have the luxury of a wonderful theatre to work in, fabulous designers to bring her vision to life, a positive casting period during which actors ideal for the roles you’ve written show up to audition and a smooth but exciting rehearsal period where each rehearsal builds upon the last; until finally your show peaks on opening night in front of an appreciative audience with top critics in attendance loving your play. Oh, would that it were so easy! In fact, getting a play up is more a case of overcoming obstacles—whether those obstacles be physical or mental. And with Villa Thrilla, we had our share of both.

Once we had our cast—a challenge in itself—rehearsal began with just four weeks until opening night. (For more on the challenges of casting, see this post in the series: https://lafpi.com/2015/03/the-self-production-series-with-anna-nicholas-9-finding-your-actors/) Four weeks is not much time when you’re mounting a new play with a cast of ten; particularly when it seemed impossible to get all the actors to the same rehearsals, even though the play required that their characters be on stage at the same time.

You do your best to get peoples’ schedules ahead of time in order to plan rehearsals but a few people in our cast apparently hadn’t heard about looking at a calendar to verify their availability before committing to doing a play. Did they not know about Yom Kippur or their Mother’s birthday when they signed on? Add losing a cast member one week into rehearsals, losing another cast member for 10 days when a parent became sick out of town and a third cast member who was so difficult to work with we wanted to lose him but replacing him would have meant losing another cast member we liked and there just wasn’t time to get new people up to speed.

The only advantage I can see to 99-seat theatre going away—and I truly hope it does not—is an advantage only to Producers. I guess they should get something for having to pay actors more. The advantage I see is that actors will need to make a greater commitment to the play they have agreed to do, adhering to rehearsal schedules for the privilege of earning minimum wage. Currently actors can pretty much not show up if they feel a little sick, have an audition the next day or realize there were important events they forgot—including their dog’s graduation from obedience school.

The fact that we didn’t have all the actors to rehearse when we needed them made a lot more work for Gary Lee Reed (Director), Josephine Austin (Stage Manager) and me. At the time, if felt as if it took years off our lives. Gary couldn’t tell what he was looking at with the stage missing up to 5 people at any given rehearsal, which resulted in having to block scenes multiple times; Josie was constantly changing blocking in her master script and having to phone errant actors who were late or hadn’t shown up; And I was not able to watch and rewrite during rehearsals, something I’d been counting on, because I had to stand-in for missing cast members—often two or three of them in the same scene. I was dashing around the stage speaking with multiple dialects and vocal timbres providing a real person for the actors who had actually shown up to rehearse. Some nights, we wanted to strangle someone—usually someone who was missing—and yet, we had to try to remain upbeat for the actors who bothered to come to rehearsal. What would be gained by screaming? I don’t know; we didn’t try it. But I doubt it would have improved the rehearsal experience, which I’d hoped would be a gloriously fruitful period when my play would change and grow in leaps and bounds. But alas, I didn’t get to have that on this one.

Being an AEA actor as well as a playwright, I like to think I understand actors but when I put my producer hat on for Villa Thrilla, I was shocked by the behavior of some of my fellow thespians. Emergencies are one thing but it would never occur to me to commit to doing a show, commence rehearsals and then spring a few “unavailable” dates on the producers.

In retrospect, I would have helped myself by choosing a play with a smaller cast but I’ve already explained why I chose this play in the post on Selecting the Work: https://lafpi.com/2014/12/the-self-production-series-with-anna-nicholas-3-selecting-the-work/

Shockingly, we did not have our entire cast onstage at the same time until 5 days before opening. And the only thing I can say by way of comfort if you’re considering producing your play, is that once we got to tech, the actors were mostly great. They showed up for the remainder of rehearsals, then performances and, for the most part, knew their lines. So you may get a few more gray hairs, but if you hire professionals, they will be there.

Next up: Ticketing, pre-sales and making some money back

The Self Production Series with Anna Nicholas: #11 Publicity…

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#11. Publicity…. or getting those B.I.S. (butts in seats)

by Guest Blogger Anna Nicholas

You’re probably thinking: Shouldn’t Anna be ready to start rehearsing this play already? And the answer is: Yes. In fact we are in rehearsals. But before they began, the publicity wheels had started to turn, so we’re going back.

Planning on how you’ll get the word out about your show needs to begin early—before casting and before you even secure your theatre; about the same time as you decide to self-produce your play. If you can afford to pay a professional, that person would be called the publicist. And if you think you’ll be able to get the best critics to see your show and have a sold-out run without one, I hope you’ll finish reading this post before you make your decision.

Getting audiences is NOT easy—not even for the bigger “better” theatres. If you have a star—and I mean STAR—in your cast, that’s one thing. But I see promotional material all the time saying something like: “A New Play by Elena T. Ruggiero,” (who?) “Starring Robert Urianisk” (who?) “as seen on Little Blip Theory, Cosmic Family… “ The point is, theatres try to pump up non-stars to star status hoping you’ll come see their shows. It sometimes works, by the way, so kudos for effort. But unless you have a real star in your show, I think you’re going to need help getting your show reviewed (hopefully positively) so you can use those reviews to pull in audiences. If your show gets some great notices from the more important media outlets—even without a star—you’ll most likely be able to put “butts in seats” (B.I.S.).

In Los Angeles, there are only a handful of publicists considered “worth it” in small theatre. That’s because their fees are a good portion of your budget. Our publicist, Lucy Pollak charges about $3,000 but she was worth it. Lucy and I started talking about Villa Thrilla 6-8 months before we began casting. That was lucky for me because had it been 2 months out, she couldn’t have taken the job. As it was, she already had shows lined up for the same time frame. Some publicists, like some designers, can handle 2-4 shows at a time. But ask your prospective publicist how many other shows he/she will be working on concurrently with yours. There is a point at which she can no longer handle the needs of all her clients You definitely want to avoid your publicist having two openings on the same night.

Getting the press to notice you is huge and made easier by having a good, reputable publicist who has solid relationships with critics. If, however, you are lucky enough to have Cate Blanchett or Stephen Tobolowsky in your play, chances are you could draft a press release yourself and people would come.

Be realistic–how much effort do you want to put into selling your show?—this on top of rewriting during the rehearsal period, not to mention all your other production duties. Take off your playwright hat for a minute, and look at your play as a package. Would you–if you knew nothing about your show and knew no one in it nor who’d seen/liked it—select your show to see out of the hundreds of offerings on a given night? And that’s just theatre offerings. How many times have you said to yourself, “Ahhhh, I’ll just stay home and watch TV”? If you’re honest with yourself, you’ll likely realize you need help to make your show stand out somehow. That’s the publicist’s job.

Here’s a list of what a good theatre publicist will help you with:

  1. Brainstorm how to publicize your show and come up with a pitch or pitches to sell it to local and (when appropriate) national media outlets—TV, newspapers, online blogs, radio stations, magazines etc.;
  2. Assist and give input about actor and director choices, letting you know if any of your options have some cache or marketability in your area;
  3. Call key critics early, hoping to get them to calendar your opening night. Your publicist may not be able to get a certain critic to come, but she’ll at least be able to get that person on the phone;
  4. Draft your press release and disseminate to any and all critics and media outlets. Then follow up by phone and email;
  5. Arrange for a production still photographer to shoot a dress rehearsal, get those photos out to media;
  6. Help plan and hype opening night and opening night party;
  7. Choosing graphics and advertising buys—online and in trades and local papers;
  8. Get you, your cast or members of your team interviews—online, on radio, TV and trades;
  9. Put press kits together to give to critics when they arrive to see your show;
  10. Coordinate with your ticketing services and house manager to ensure when critics reserve seats (for free) those seats are booked out and not subsequently sold;
  11. Assist with social media promotion. Lucy was not particularly savvy in this area but our talented Associate Producer, Jerusha Aimee Liu was. Jerusha built the Villa Thrilla website, Tweeted and also Facebooked for the show. This is becoming more and more important as social media becomes more prevalent and accepted.

As mentioned in a previous post, Villa Thrilla, was hampered by several factors in getting audiences: We had no stars nor did we have a recognizable name for the writer, producer or director so the show was a hard sell. Nor could we get anyone to review the show on opening night; perhaps because 16 other shows opened in LA on the same evening. Realistically, though—had there been only 8, we still would have been way down any critic’s priority list. There’s so much good theatre to choose from here. Even after opening, we had a hard time getting certain critics to in. The top ones, the most trusted ones, never came.

And as the reviews we did get came in, though most were very good, they did not, unfortunately, carry much weight. See anyone can start a website and call himself a critic. We also had one really bad review from a recognizable website/blog. This is my sour grapes story but I knew we were in trouble when I saw a particular man enter the theatre one day and was told he was a critic. He truly was among the most miserable looking people I’ve ever seen. Scowling, angry at the world—or perhaps just angry with his boss for sending to see our no-name play on a lovely Sunday afternoon. What a perfect choice to review a farce! Not. There was no way—if this guy’s face was any indication—that he would find anything positive to say. And he didn’t!

So, to sum up: If you’re going to self-produce your show—given all the work that entails—you probably want people to see it. Before you get too far into it, assess how difficult it will be to get audiences, bearing in mind things like the appeal of your subject matter/cast, location of your theatre, parking and even the local restaurants. Do you want to spend time promoting your show in addition to everything else you’re doing? If no, think about hiring a publicist. If, on the other hand, you think you can get butts in seats with no help from a professional, more power to you. May you fill your house every night with enthusiastic audiences!

Next Post:  Next time is compromise/collaboration I swear!