Termed CGM, or consumer-generated media, it is already having an effect on many of your productions.
Simply stated, CGM is comprised of message boards, chat room and other places online where people voice their opinions on products and services. Think NYTimes.com fan reviews or Amazon.com's user reviews.
So, how does this effect theater marketers?
Well, a new study found that "active ad skippers" -- people who, with or without DVRs, reported deliberately skipping over ads on TV -- were 25 percent more likely to participate in Internet message boards, forums and blogs.
In short, it is essential to keep a close eye on your production's buzz online. People bypassing your advertising messages are looking elsewhere to make their decision on whether or not to see your production.
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