PROJECT DEVELOPMENT
The following script development process carefully integrates technology along the way. This process will take approximately nine months. Most script development for live theater takes between three and six months. The complexities of incorporating technology require a longer timeline.
PRE-SCRIPT PREPARATION
The playwright will present a preliminary outline of the script to the director and dramaturge along with the builders, scripters and animators on SL. Together they will complete the outline.
Once a draft from the outline is completed enough to identify locations to build and animations to develop, the executive producer/director and technical director will perform preliminary tests for interfacing the online portion with the live portion, maximizing the potential automation of actions online. As development continues, the online portion will continue to be refined. Only when satisfied technically how both portions work together will the executive producer/director cast the actors.
READINGS
Read-throughs of the play out loud are mandatory for the playwright and dramaturge, to hear and identify the “voice” of the piece and, to a limited extent, the rhythm of its unfolding. Due to the newness of this type of performance, one to five readings (as opposed to one or two) may be required. Using professional actors maximize effectiveness of the reading process.
TECHNICAL READINGS
It is unclear at this time as to how much each actor will directly manipulate their avatar. It may be useful to have other people manage their avatar. This determination will assist in clarifying how many initial technical rehearsals will be required. Chances are it will take three to seven technical readings that incorporate the dialogues on SL and by cell phone usage with the live theater component.
REHEARSALS
Typically, the process of mounting a play would take four to six weeks. LOL will require a minimum of eight weeks do assure the live action and technical action work together. This may require a great deal more repetition will be required to assure ease of coordination. Rehearsals will be four to six hours in duration.
MARKET BEHAVIOR
Theater goers are loyal consumers. If they like a show, they come back for other performances. No two performance of LOL will be the same. The script and the process used to overcome critical risks will assure a new production every performance. Because a production of LOL can be performed in two distant locations, cultural differences will enhance standard marketing efforts (See Appendices C, D and E) and condition market behavior in a unique way.
MARKETING OBJECTIVES
Marketing objectives of The Sanity Patrol Players include:
- Establish ongoing performances at two venues in the greater Seattle area.
- Encourage productions of LOL across the State of Washington, into the State of California and then across the country.
- Move past the borders of the United States to other countries, adapting the script accordingly.
- Tour large high tech corporations who could accommodate two playing spaces, to demonstrate a use of virtual reality and as a shared activity for employees.
- Develop subsequent plays along the same vein that keep up with the latest technology and online social interaction interfaces.
- Create new art forms and performance venues.
- Attract a new audience to live performance, including those who are younger.
TARGET MARKETS
LOL will attract different target markets:
Mainstream theater goers;
Lovers of multi-media, performance art and other experimental presentations;
Techies of all ages interested in virtual reality and its potential for new forms of entertainment;
Online gamers who create their own drama within the context of a game;
Residents of SL seeking new ways of bridging SL and real life.
These target markets together cover a larger demographic than most theaters, including younger groups than are normally attracted to live theater.
FINANCIAL OBJECTIVES
Financial objectives include the following;
Use underwriting and sponsorships to develop and perform the first production of LOL ;
Assure tickets pay for live production (See Budget)
Negotiate with new locations to either produce or consult on a production of LOL
SPONSORSHIPS
The Sanity Patrol Players seek all levels of sponsorship including a primary underwriter whose name would precede the title in all promotions. A tiered list of sponsorship opportunities compiled in cooperation with the primary underwriter include:
The appearance of their logo on promotion materials, in the program and on the website (i.e., headlined sponsorship (*Name * presents LOL );
Product placement within play and on SL;
Make products available to audiences at the event;
Usage of products as set décor or props on SL;
Inclusion of products in an SL boutique of LOL offerings and on the website.
These styles of co-branding draw upon standard marketing strategies as well as take advantage of new opportunities. The goal is win-win promotion for all sponsors and the primary underwriter.
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