What’s in Grace’s Satchel this week? A cheeky reminder to theatre companies: your online presence is your first impression. Don’t blow it.
Well darlings, pull up a pew because Grace has a tale from the theatre trenches — and this one’s got more drama than a tech run with a late lighting cue.
So, picture this: our founder Andrew, the big boss behind Theatre Village, was dead set on seeing a certain show at this year’s festival. The premise? Delicious. The press blurb? Tantalising. The title? Chef’s kiss. He was even halfway through drafting a little “yes please” email for tickets.
But then — plot twist — he did what any modern theatre lover does. He looked it up on social media.
And oh dear.
Instead of getting hyped, he got… worried. The clips were shaky. The sound was off. The acting in the teasers felt flatter than a stage manager’s lunchbox at midnight. The magic? Gone. Just like that.
So, he changed his mind.
Yep — Andrew swerved. And before you cry “unfair!” — hear me out.
It’s not just about being fussy. It’s about trust. Audiences don’t just want to read that a show is good — they want to see it. If your video clips look rushed or your socials look neglected, it sends a loud message: this show might not be ready.
And it’s not just one show getting in its own way. Andrew also came across another production with a brilliant concept… but when he clicked the website link? Nada. Broken. Gone. Like a ghost light in a blackout.
So here’s a love note from me to you, dear theatre makers: treat every digital tool — your Instagram, your trailer, your website — as an extension of your show. If it looks messy, confusing, or half-baked, audiences will assume the same about the performance.
It doesn’t need to cost the world either. Website builders like Wix, Squarespace or even a well-dressed Linktree can make things look polished without the tears. And yes, a professional trailer might cost a little — but so do posters and flyers, and a strong video lasts longer and travels further.
It’s 2025. Your online promo is your pitch. Get it wrong, and you might lose your audience before they ever reach the box office.
So, whether you’re performing in a cave, a caravan or a classic black box — put your best foot forward. Because we’re watching. And judging. Lovingly, of course.
It’s not too late to turn things around — you’ve got one whole day, and that’s 24 golden hours to sharpen up your socials, fix that broken website link, or swap out that wobbly video clip. Remember those last-minute exam crams when you pulled it out the bag with minutes to spare? Same energy. Treat your promo like it’s due at midnight, because your box office might just thank you for it.
Yours, always nosy,
Grace Hatchell
Theatre Village’s postie with the mostie
