How to sell out your show in 7 steps.

Theatre Collective Acrylick came to Rich Mix earlier this year as part of our Radical Ideas season with their debut show Jagged Edge, an immersive and multi-media vision of future East London. Not only did they sell out their show (requiring three extra rows of seating to fit everyone) but they also sold loads of tickets well in advance, an impressive feat for any emerging theatre company.

How did they manage to generate such interest in a new collective with a totally new show? We asked them.


“At the start of the project, before applying to Rich Mix’s Radical Ideas, we thought it important to form a cohesive look and identity for the show - so we created a Twitter account, Facebook page and website.”


“We designed a logo and some initial images to use whenever promoting the show, so we had a strong visual association. At the end of our show we handed out posters and flyers to audience members to keep this association going.”


“We set about following and interacting with organisations in the theatre world (and outside of it) whose work connected with the themes of policing, xenophobia, gentrification and resistance that made our show.”


“Our crowdfunder successfully raised £1500 and it also generated lots of interest. It helped us to involve interested people with the production from the start. We offered perks ranging from stickers for a £5 donation, to a stage combat workshop for a £50 donation. Everyone who donated got a personalised thank you email, a shout out on social media and updates as the show progressed along - so we gathered and maintained their interest as we put the show together.”


“As a multimedia show, and one that engages with current political issues, Jagged Edge lends itself to connecting with different crowds - theatre, dance, film as well as activists, political commentators and academics. We used this as a strength, contacting many organisations - community campaigns, political groups, academic, performing arts, festivals, filmmakers, comedians and historic archives to invite them to see the show, to follow our work and to give their thoughts on the production before our premiere.”


“To generate further interest, we connected with independent publications, like Skin Deep magazine, submitting adverts and articles about the issues our show dealt with and how this connected with their readership. This helped get word out and share more of the story we were trying to tell.”


“We asked some artists to capture our premiere and rehearsals and produce a trailer with reviews, pictures and video. We’ll use this to secure future performances in more venues, building more of a name for ourselves on the success we have achieved already.”

Becka Hudson, Acrylick.

Acrylick are performing pieces from Jagged Edge as part of a festival about displacement and gentrification at the London School of Economics this September 28-30th. Follow them on Facebook, Twitter and check their website for details. Get in touch