More than 55,000 Facebook users “like” the new Broadway musical “Sister Act,” which, like most major theatrical productions today, has its own page, as well a Twitter account (1,300 followers), YouTube channel (30,000 uploaded views) and set of apps. (Photoshop your face into a nun’s wimple and win free tickets!) – observes the New York Times.
Yet how many 50-year-old white female tourists — the average Broadway ticket buyers — are plunking down money for “Sister Act” because @MzzzD17 wrote on Twitter that seeing it “made me want to go back to church! :-)”? Ask Broadway insiders to say how many tickets have been sold as a result of all this social networking, and the look on their faces reads, “Server not found.”
As Stephanie Lee, president of Group Sales Box Office, says,
“Facebook is a way for shows to tout themselves and then hope fans will post on the site so buzz can go viral. That’s a great tool, but the buzz from all these shows can become deafening. We’ve found that on Broadway group buyers still want an agent they know who can tell a hit from a flop.”
The Sister Act on Broadway site with Facebook, Twitter and YouTube links