How do creative teams use previews?

Would you mind changing the title of this thread to something a little less vague?

It's an interesting question. Allegiance apparently used surveys (I'd be interested to know what questions they asked and how they asked them, if anyone happens to have a copy).

Most obviously, they would listen to collective audience responses (e.g., are they laughing at the moments that are supposed to be funny; is there enthusiastic applause after the songs that are meant to be show-stopping etc.).

But I am interested to know how frequently formal market research techniques are used (e.g., focus groups).

qolbinau said: "It's an interesting question. Allegiance apparently used surveys (I'd be interested to know what questions they asked and how they asked them, if anyone happens to have a copy)."



They did. I filled one out. I have a photo somewhere and hopefully if I ever find it, will post here!



They were impressively specific. They asked what you felt about certain characters' relationships, who your favorite character was, what your favorite song in each act was, where you first heard about the show, what was the biggest draw for you, and there were plenty of other open-ended questions as well.

Just by sitting in a theater during a performance the creative team can sense the attentiveness of the crowd from their energy and the shuffling about that usually happens during less effective moments in a play or musical. Also I have seen choreographers lighting designers and directors taking copious notes about the performances. Cyndi Lauper was in the crowd actually talking to audience members during the previews for Kinky Boots.

HogansHero said: "same answer as virtually every other answer in the theatre: there.are.no.rules.



"

Interesting question. I would love to know as well. My take and thoughts have always been that the creative teams get feedback from friends and associates that work in the industry and whose opinions they value. I am sure when VIPs see the show and go back stage, some will be honest and give feedback. Also believe critics may give unofficial feedback as well.



Stores have been known to pay for mystery shoppers to critique the customer service in the store. Is there such a thing as "mystery audience members?"

Updated On: 4/3/16 at 02:51 AM

I got an email survey after seeing American Psycho. They asked me who I saw it with, how old I am, favorite songs, how often I see musicals, where I lived (in the city vs. outer boroughs vs. outside NY suburbs vs. tourist), why I was interested in seeing it, what impact the movie had on my purchase of a ticket, what impact the novel had on my purchase of a ticket, whether or not I knew about the novel and/or the movie, etc.

dave13 -- most creative teams do invite fellow writers/designers/etc. to attend and take notes. they will then typically have a "notes session" immediately following the performance, whether formally at the theater or informally over food & drinks. there is no rule or standard operating procedure, as hogan notes, but that is very common. in addition to everything else that has been said on here.

RippedMan said: "But previews are notorious for papering the crowd, so it seems like the reactions won't be genuine reactions. Like tonight at Tuck EVERY song ended with hoots and hollers. Even the quite incidental ones. So I don't think that's a fair reaction.



"

You're right that papered houses should be view with some skepticism. Not only is the audience full of friends, but viewers may not have the same investment as people who have paid $120 and up for a ticket.

But there are unconscious indicators, such as shifting in one's seat, coughing, yawning, head scratching and the like, which are indicators of what is working and what is not. Even friends have trouble hiding boredom after awhile.