Another hurdle is the perception that Lord of the Rings is targeted at men since Jackson focused heavily on the battle sequences. In contrast, the stage production will focus on the relationship of the main characters, Sam, Froclo, Merry and Pippin. There is "a tendency among some sections of the market to say this could be for the guys," says Wallace, "but it is actually for women."
It's a smart positioning statement since, as Wallace notes, the average decision maker for theatre is a woman between 35 and 55 years old. With the deep blue colours and root imagery used in the creative, "We wanted to recognize the fact that this is a cerebral experience, that it is a complex experience, that it is not simply an action-packed aggressive story."While women may decide on the family entertainment, Wallace points out "we're targeting everyone," including teenagers, who likely recall being dragged to live theatre as kids and being bored to tears. To reach this group, the company will hire a couple of teens "who have great Tiffany Key Ring about theatre and who are fans of Lord of the Rings" to be spokespeople for the production. On radio and TV, the teens will report on what's happening with the production from autumn to the opening in March. "And we won't impose editorial control on them, so if they think we're all crazy we'll allow them to say that, and if they like their experience they can say so," says Wallace.
On the web, the production is promoted on LOTR.com, which contains interviews with the international Tiffany Ring team, including director Matthew Warchus. The company also communicates directly with Tolkien fans through websites like with banner ads and press releases.
Theatre-lovers can sign up to E-stage, a monthly newsletter with advance notice of upcoming shows, feature articles, contests and special offers. There are currently 30,000 subscribers to E-Stage, which is managed by Toronto-based ThinData.While Mirvish is targeting the world with Lord of the Rings, a key part of his company's success is its subscription base, which now numbers 40,000. "We start with our core audience, our subscribers...because they're going to be here six or seven times a year," says Mirvish. "We know this is a major event for them and that gives us a core base to launch more Tiffany Money Clip, untried shows within the protection of some well-known shows." For example, Mirvish often looks to Canadian writing. In March/April, The Innocent Eye Test by Canadian playwright Michael Healy will be performed at the Mirvish-ownecl Royal Alexandra Theatre in Toronto.
Mirvish is optimistic about the new subscription season and believes Lord of the Rings could run for many years. That is, if they can find enough hobbits. "The problem in Canada is we have too many vitamins, everybody is tall," he quips. "We need hobbits. We need people who are five foot five or shorter."Joking aside, Mirvish is philosophical about Tolkien's work, calling it motivating. "It's very timely, it's a message of relationships... And the hero Tiffany Necklace the story is not the person you expect. It's not the big warrior, it's the hobbit in the shire."
So, it's Saturday afternoon, and you're cruising down the street when you hear the silent cry of ice cream calling out to you from the Irving convenience store just ahead, on your right, and you answer by pulling in to pick up a carton of milk, blueberry muffins for breakfast, and a double scoop of strawberry ice cream on a waffle cone. The cashier passes you a scratch and win card. You win. Instantly. A free bag of salt and vinegar chips. Sweet.A week or two passes, and the phone rings. There's someone named Kathy on the line, enquiring how your life has changed since winning the big prize."Some people say that the first two weeks after a big win are the toughest, Colin. Is your family being a little over protective?"What the..."I don't know.. .what... " you stumble, your mind racing, synapses firing a mile a minute."Does the word 'Irving' or 'Salt and Vinegar' ring a bell, Colin?""It was.. .just a...bag of chips," you offer up lamely."Just a bag of chips, Colin? Sounds like you're still in shock. Perhaps we should give you a little Tiffany Pendant for the whole thing to sink in."A few days pass. Driving downtown, you hear Kathy on the radio asking Morris if he planned to share his big win-a bag of cheesies.
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