“No one can lie, no one can hide anything, when he looks directly into someone’s eyes.”
– Paulo Coelho
Can you identify these posters by their eyes alone? Many iconic shows have taken to marketing themselves through a glimpse into the eyes of some of their shows’ central figures. A quick glance is all it takes to offer a memorable portrait of what lies ahead for the audience.
Cars have seemingly always been a staple in good ol’ U.S. of A. – lynchpins of the American psyche and the ultimate symbols of power, freedom and self-expression. And long before the dawn of the Mad Men era, woman were used as a way to sell them. Almost as common as the hood ornament adorning most of the classic models, the image of the female lounging on her car of choice is one that’s deeply entrenched in our culture. A woman sitting on, next-to, or even near a car became synonymous with sexuality, even when the photos were tame. The woman exercises her choice when she selects a car, just as she does when she picks out a man. Advertisers will market a car as “fast”, “exhilarating”, and “the ride of a lifetime,” and our minds need only hop a short distance to see that this language could apply to either a mate or a horsepower vehicle of choice.
Is this the new face of Broadway marketing? If so, I don’t mind a bit. Faux faded images, main characters walking the street, everyone donning enviable indie-wear – all the makings of a hipster-approved production. And it’s about time we look for ways to show that the Great White Way isn’t only for older and financially privileged audiences.
These gorgeous shots from the new musical Once can be used to entice an entirely different crowd. And if Broadway wants to survive over the next 100 years, that is exactly what it needs to do. Attract younger audiences – they have the power of social media on their side and if they like a piece, they make it known. The generation’s habit of oversharing will be free marketing for the show, and give it the chance to survive in the high-stakes theatrical market.
Of course this photography is informed by the source material, the breakout indie hit with Glen Hansard and Marketa Irglova, and aims to create that same honest and raw feeling as the film. Now that story gets to come to life in a completely new way on stage.
And as much as I’m not a fan of the “hey-that-was-a-movie-let’s-turn-it-into-a-musical” trend, I have to admit that these images have been nudging me to get to New York and check out the show.
“Take this sinking boat and point it home
We’ve still got time
Raise your hopeful voice you have a choice
You’ll make it now”
All of these beautiful instagram-esque images from the musical’s official site.