Chapter Nine
Publicity
Program Information
It may be the stage manager’s responsibility to compile information about the show that will be included in the printed programs. Many times, a form exists that only needs to be filled in. However, if no form exists, the form located in the appendix is a good starting point. Typical information that must be provided includes cast, crew, and designer lists, biographies (bios), headshots, time/place of the play, director’s notes, length of the performance and the intermission (if there is one), special thanks, and warnings for special effects used in the production (such as fog/haze, strobe lights, smoking, strong language, etc.). For musicals, often a list of musical numbers is also requested. For information on construction crews, ask the technical director and wardrobe supervisor (see Appendix L).
Some companies, to save on printing costs, do not print bios for parts of the cast and crew; ascertain that information prior to asking for bios.
Biographies
If bios are required, ask all cast members, designers, and stage management (that includes you!) for a short bio about themselves to include in the program. Check with whoever is in charge of the program about a word limit for bios (typically around 70–100 words). Be sure to give the cast plenty of time to do these and send them constant reminders. They invariably are left until the last minute, so set an early deadline (see Appendix L.1).
Headshots
Sometimes headshots are printed in the program along with actor bios. More commonly, and especially true on Equity productions, full-sized color prints of actor headshots are mounted in the lobby for patrons to see as they arrive. Determine what will be required for the production and, just as with bios, request headshots early on and give reminders often until you have them all. Depending on the company, directors, choreographers, designers, and sometimes stage management will also be asked to provide headshots.
Special Thanks
Another very important aspect of the program is the special thanks section. Any companies, retailers, or individuals who have donated their time, skills, or products to a production should be listed in the program. Be sure to check with all designers and shop managers to get a complete list.
Publicity Photos
Sometimes, a publicity photo will be taken sometime before tech begins to help sell tickets. The date and specific photo should be chosen, taking into account what costumes and set pieces will be complete in time. As soon as possible, communicate this time and date to the production team and cast members involved in the shot. The costume designer will need to be a part of the planning so the actors can be appropriately costumed for the photo. If the location is not at the theater, make sure that it has been scheduled and/or reserved and the actors have transportation to that location. Be sure to schedule enough time for the actors to get into costume, hair, and makeup before the photographer arrives.
Interviews
Sometimes, the production company or publicist will set up interviews with the cast, designers, or director to help promote the show. This may be with a local paper, radio station, or the publicist themselves. The stage manager may be asked to help coordinate these interviews to best fit within the rehearsal schedule and the company members’ availability. Additionally, with many companies the stage manager may be required to arrange transit or transport the actors themselves.
Photo Call
In most situations, it will be your responsibility to coordinate and run the photo call. Decide on a date and time as early as possible so that everyone (including actors and designers) knows when to expect it. Announce it and add it to the production calendar. About a week prior to the photo call, send an e-mail to the director and all designers (the sound designer can typically be omitted) requesting a list of the photos they would like. You should also remind the cast at this time (and again the day before). The deadline for receiving these lists should be no later than twenty-four hours before the photo call. Compile the responses and make a final list of about ten to fifteen shots (cut and combine the photos at your discretion to end up with as many different looks as you can, trying to keep as many of the photo requests as possible but also keeping the photo call to a manageable length, typically no longer than an hour).
Once you have a finalized list, go through each one and write down the setup of each photo. This includes set, props, costumes, and correct light cues, as well as which actors are in each photo. The more detailed, the better! From there, organize the photo list in the most logical possible order. Keep in mind the time it takes to do set transitions, prop reset, changing costumes/hair/makeup, etc. Copies of this list should be given to your lightboard operator, your assistant stage manager (or deck crew head), at least two for the actors (posted prominently backstage and in the dressing room), and one for yourself (see Appendix M).
When organizing the photos, keep in mind that sometimes it is easier to move backwards through the show, rather than resetting for the top and moving forwards.
Photo calls should not last more than an hour, so plan accordingly. Also, if at all possible, take care of group photos and other full cast shots early so you can let people go as they finish (unless of course you are having a photo call before the show, then start small and work up to the full group shots). With the exception of the soundboard operator, the entire cast and crew will be required to stay throughout the length of the photo call unless personally released by the stage manager. Actors’ Equity Association members have only a specific amount of time when they are allowed to be in the building and photo calls are not exempt from this time allotment.
Throughout the photo call, keep a running commentary on which shot will be taken next “on-deck” so anyone not currently participating in the shoot can be prepping backstage. Make sure any last-minute changes in the order of the photos is communicated loudly and clearly. At the end, thank everyone for their patience and participation. Be sure to do a thorough cleanup with your crew before locking up for the evening, as props and costume pieces tend to be misplaced during photo calls.
The Actors’ Equity Association requires twenty-four hours’ notice before any photographs may be taken, so insure proper notification of the cast takes place. Additionally, some theaters are beginning to discontinue separate photo calls. Instead a photographer will come and capture pictures during a dress rehearsal. The twenty-four-hour notification period still applies to this option.
Remember that the more prepared you come into a photo call, the less difficult it will be! Sometimes, the director, lighting designer, or even the producer will be present—do your best to find a balance of getting them what they think they need and respecting the actors’ and crew’s time.