Straight away from the answers gained about their current marketing tools, like everything I have discovered, Roundhouse Theatre is no different in terms of the use of all the marketing materials that are available to them. This includes, online platforms, social media, to more traditional print and mail. They are also aware of the more unorthodox methods of 'gorilla' approaches to the pubic. Stating briefly that the successful social media campaigns has an element of involvement with the public.
These modern multi platforms help them target their younger audience (11-25 year olds) to whom they have a huge commitment and passion to targeting. The Roundhouse Theatre works with many youth organisations and control a creative centre for this age group. When asked about school children vs young adults as an audience, Ranjit stated that school years are the best age to involve a new generation with theatre, young adults tend to be harder to reach but there are many theatres and facilities devoted to participating and engaging this age range. Perhaps this is because they are capable of more based on their responses, and if it is difficult to target them would it be more interesting to produce something in my project that tackles this issue?
The marketing for the "Dark Side of Love" used many social media platforms and companies to help create the buzz and reviews and PR for it (eg. The Space, Time Out, LIFT2012). It was a more unusual production aimed at a slightly older 'younger' audience who would be more inclined to see this type of work. To make the content and language of Shakespeare modern, it was a working process over 9 months with the cast of 11-25 year olds, also keeping in mind the objectives of the WSF and London 2012 Festival and RSC officials.
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