Matilda Mania

[NewYorkTheater]

Posted: 4/9/13 at 11:31pm

Even Google is in on it!

Matilda Mania

[ClydeBarrow]

Posted: 4/9/13 at 11:32pm

Why is this a thread?

[roadmixer]

Posted: 4/9/13 at 11:34pm

PLEASE STOP

It's called "advertising"... MATILDA did a Google ad buy. So what??

[NewYorkTheater]

Posted: 4/9/13 at 11:38pm

I'm not sure what you mean by "a Google ad buy." It's an entire week of "magical activities" -- including a scavenger hunt and a Google Hangout where somebody shows how to make cupcakes.
Are you saying it's entirely just the show buying ads in clever ways from Google?

[ClydeBarrow]

Posted: 4/9/13 at 11:39pm

Advertising kind of like what you're doing with these needless threads linking back to your blog. If people want to read it then they will go there.

And yes it's because there is an ad buy on Google. It's not like Google just thought it would be fun to promote a show that they have no stake in.

Updated On: 4/9/13 at 11:39 PM

[NewYorkTheater]

Posted: 4/9/13 at 11:43pm

So, just to clarify: You're saying the week of Google activities is simply Matilda buying unusual ads from Google? It's not some kind of innovative partnership?

Updated On: 4/9/13 at 11:43 PM

[ClydeBarrow]

Posted: 4/9/13 at 11:46pm

Even if it were an "innovative partnership" it would still be ads purchased on Google. Just because there is a week of activities doesn't mean it's done for free.

[roadmixer]

Posted: 4/9/13 at 11:47pm

A company like a Google needs to be PAID to do all of these tie-ins to MATILDA. They don't sit in a boardroom in San Francisco (or anywhere else) and suddenly get struck by "mania" or the desire to benevolently promote a Broadway show. It's cross-brand marketing not excitement of a show by a global juggernaut.

I second the request to stop shamelessly promoting your blog on here also. I believe that you are approaching a violation of the terms of this board...

Updated On: 4/9/13 at 11:47 PM

[CapnHook]

Posted: 4/9/13 at 11:48pm

Why would Google need to "partner" with...ANYONE? They're GOOGLE.

[NewYorkTheater]

Posted: 4/9/13 at 11:52pm

CapnHook, that's what I wondered. I suspected that they saw some advantage in this partnership, that it wasn't just one-sided.

[Jordan Catalano]

Posted: 4/10/13 at 12:12am

This thread is KA-RAZY!!! SO GLAD IT EXISTS!!!

[FishermanBob]

Posted: 4/10/13 at 12:40am

Are you guys that naive? Whether it's cash, whether it's product placement so you are seeing the Google name every time you look at something related to Matilda, it's all a business partnership. Why do they need to partner? Because that's how you keep a business growing. That's how you expand your revenue base beyond search advertising revenue into many other areas with smartphones now that they own Motorola Mobility as but one example. They are getting their hands into everything and it's all business. You think ET just picked up Reese's Pieces because the screenwriter thought it was a tasty candy? Jeez.

And NewYorkTheater, as others have said, we probably don't need a new topic on here every time you write something on your blog.

[NewYorkTheater]

Posted: 4/10/13 at 12:54am

I do think Google must think that Matilda is going to be a big enough hit that they are buying into it (metaphorically speaking.)
Interesting you mention ET and Reese's Pieces. Spielberg originally wanted to use M&M's but they declined -- and surely regretted it, since sales of the other candy skyrocketed. The story below (a link, but not to my blog; hope that's ok)
Most relevant info: Hershey's (makers of Reese's Pieces) did not pay makers of ET for the tie-in. Rather they used ET in their own advertising. It was of mutual benefit.


ET & M&Ms Updated On: 4/10/13 at 12:54 AM

[FishermanBob]

Posted: 4/10/13 at 1:06am

I really don't understand what point you are trying to make. There are 75 other Matilda threads on here. Whether people like the show or not, I think almost everyone agrees it will likely be a big commercial hit. Do you think pointing out Google is associated with it must mean it will be successful tells anyone anything we didn't already know?

[NewYorkTheater]

Posted: 4/10/13 at 1:20am

My point was that there's a great deal of enthusiasm for this show. Given your reaction, I see now this is an obvious point...or perhaps a coals-to-Newcastle point. (And I was just using Google as one example -- there's also the gushing fanzine-like previews in normally-staid publications, and some over-the-top Tweeting.)
But can you think of another show that has generated so much advance enthusiasm? I don't recall either "The Book of Mormon" or "The Producers," -- to use the example of two huge blockbusters -- getting so much buzz *in advance*

Updated On: 4/10/13 at 01:20 AM

[FishermanBob]

Posted: 4/10/13 at 1:27am

I would have guessed Hands on a Hardbody but I might be wrong.

[After Eight]

Posted: 4/10/13 at 5:46am

"But can you think of another show that has generated so much advance enthusiasm? "

The Sound of Music, Camelot.

Actually, these generated a lot more advanced enthusiasm.

[dramamama611]

Posted: 4/10/13 at 5:58am

BOTH The Produceers AND Mormon had lots of advance hype. Lots.


The show is good, certainly, but it isn't fabulous by any stretch. Having seen it the night after seeing Kinky Boots, the audience reaction is NOT a rip roaring success. At KB, the audience was alive and thrilled -- the audience exploded with applause, at Matilda? They were appreciative and content.

It's going to be a Billy Elliot type success. A few big years then nothing.

[disneybroadwayfan22]

Posted: 4/10/13 at 8:05am

Of course, there is a huge advertising plan going on here. This show is defientely going to be a hit (my show just got sold out), and with that and opening night being tomorrow, of course they are going to go crazy