Communications Design Brief lyceum org uk May 2014 contents
CREATIVE BRIEFS FOR PITCH
Creative Brief: Kill Johnny Glendenning by D.C. Jackson
A brand new work by a fast – rising young Scottish Writer D.C. Jackson whose previous plays have won Fringe Firsts, taken him to London and seen him write for hit Channel 4 TV series Fresh Meat.
This violent and very funny cautionary tale of Scottish Gangster life will be produced at The Lyceum in a co-production with the Citizens Theatre Glasgow where it will transfer, playing six weeks in total, three weeks in each venue.
Taking aim at the dangerous machismo of the gangster image as promoted in American TV shows and Scottish tabloid and celebrity culture, Kill Johnny Glendenning is a foul mouthed, corpse-strewn comedy of in-fighting, honour killing, backbiting, grassing and the fatally dangerous, politics of rule by fear.Mob Boss MacPherson sends Johnny Glendenning over the water on a job and while his back is turned, uses press contacts at the Glasgow Daily Reporter to place a false story accusing the ex-loyalist gunman and general hard case / nutcase Johnny of being a grass. His plan is that Johnny’s former INLA colleagues will read the news and seek immediate, violent reprisals for this alleged treachery by killing Johnny, thus saving MacPherson the unpleasant and messy task of tidying up this loose end of a man himself.
Directed by our Artistic Director Mark Thomson, the production will have a largely Scottish cast and creative team although at this stage of the process, no casting is in place.
This production is at the more challenging end of The Lyceum spectrum and we will be hoping to reach a new, younger audience who may have seen D.C. Jackson’s work at the Fringe or on Channel 4.
We will be targeting our existing audience (including Colleges and Universities) for such work through direct contact from the Company (seasonal guide, website and mailing lists - email and post) but are keen to attract a new audience, and will be especially focusing on students as we open in the second week of the University term.
Other targets will be MOSIC GROUP / TYPES
A recent classic and one of Roahl Dahl’s most loved children’s stories is brought to The Lyceum stage in what will be the BFG’s biggest ever Scottish production. The Lyceum has a long tradition of telling children’s stories on stage at Christmas, some of our most popular being The Wizard of Oz, A Christmas Carol and The Lion the Witch and the Wardrobe, although this story is perhaps a little more modern it is one of the most popular children’s books ever written, and of particular appeal to ages 5 – 12 and their families. It is also likely to prove very popular with with Primary Schools. With five weeks of performances The Lyceum Christmas show has a longer run than other productions; and a larger proportion of the annual communications budget.
The Christmas family entertainment market is very competitive in Edinburgh with west end musical Wicked at The Edinburgh Playhouse, Scottish Ballet at the Festival Theatre Edinburgh with Cinderella, a traditional panto Aladdin at The King’s Theatre and a Traverse Theatre Christmas show yet to be announced. We have the rights to use Quentin Blake’s classic illustration which is instantly recognisable to the target audience, and will be at the core of our promotional activity forming the basis for design and the show campaign. The design challenge is to use this image creatively across all media, for maximum impact in a crowded market and to ensure clear association of the image with The Lyceum’s theatrical production.
For more info on the story see http://www.roalddahl.com/roald-dahl/stories/1980s/the-bfg
The adaptation by David Wood is now well established and reviews of other productions are available online.
While not a musical, the production will benefit from the recent high profile West End theatrical adaptations of both Matilda and Charlie and the Chocolate Factory. This production is being directed and created by the same team who produced last year’s Lyceum Christmas show A Christmas Carol – a huge Box Office hit much loved by all who saw it.
The stage version uses puppets huge and small alongside real life actors playing the giant and other characters.There will be musical elements too.
We will be targeting our existing audience (including extensive Schools lists) through direct contact from the company (seasonal guide, website and mailing lists - email and post) but are keen to attract a new audience, and will be especially focusing on Primary age children and their families.
MOSAIC target Group for new audiences will be: Group B: Families on the Move
Key Selling Points
The classic Quentin Blake image will be used across a range of media - season guides, the company’s website, Schools communications an outdoor poster campaign a short trailer and wide range of other press and digital promotional campaigns TBC.
Creative Brief: Hedda GablerProject Overview
A classicplay, given a classic production – this is the kind of work for which The Lyceum is best known and our core audience of Season Ticket Holders will look forward to this spring production. For Season Ticket Holders this is unlikely to be their first production of Hedda Gabler. Aside from our core drama audience we will be reaching out to Secondary school and College students for whom this is a likely ‘set text’.
About the Production
The play will be directed by our newest associate artists – Amanda Gaughan – her first directorial role for The Lyceum, although she has directed for other major Scottish producing houses The Citizen’s Theatre, Glasgow and Dundee Rep.
We do not yet have details on casting or design so at this stage we assume a reasonably conventional approach to the play – period costume and a directorial approach designed to bring this classic to fresh life around the key central performance of Hedda.
While we are not expecting a well known face in the lead, this actor will be the focus of press and audience interest as they take on one of the most demanding, subtle, tragic and complex female roles in modern theatre.
We will be targeting our existing audience (including extensive Schools lists) through direct contact from the company (seasonal guide, website and mailing lists - email and post) Hedda Gabler is also an opportunity to expand our core theatre-going audience
MOSAIC key target Group for new audiences will be
Group E: Type 19 Prestige Tenements
Group A: type 03 New influentials
The idea will need to feed an image for seasonal guides, the company’s website, an outdoor poster campaign, press and digital ads, and possibly (budget allowing) a short trailer.
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