As the president of ISB’s fledgling Theatre Club, there is plenty to do and plenty to think about. I call it fledgling not because it was started last year, but because ISB’s programme is for 1 year, there isn’t much of a transition that can be done – making each year’s start seem like a fresh start.
On the plenty to do side of life there are events to hold, marketing and organizing of these events to be done, and continuously trying to innovate ways to break through the clutter of the million other events that happen at the same time and threaten to draw people away from the infinitely more entertaining Theatre Club events (ahem… no modesty). My favourite example is that of the “Goel Dining-top Programme*†(GDP). It all started with the planning for (possibly) the first Just-A-Minute session at ISB. We were sitting on one of the benches in the atrium trying to find ways to build the curiosity in the batch** and amidst all the storming came the idea of putting half an A4 sheet on each dining table in Goel with information about the event – sitting there from breakfast to dinner and possibly seen by 95% of the campus. In terms of reach it was sheer brilliance, but we did get feedback about difficulty reading it, the paper quality, water falling on it and smudging the content etc… The kicker here is what happened next. Within a week the Marketing Club came up with in improved version – easier to read and took better care of the water problem, but like the Theatre Club’s attempt it was black-and-white. Exactly one week after that, the GMC club came out with a colour version of the GDP.
But this is Marketing 101 and from crappy beginnings we all evolve sophisticated techniques to ‘build the brand’. Being ISB, competition is fast to evolve and catch up and possibly every club president*** gets a good taste of competitive paranoia – and a few sleepless nights wondering whether the number of speakers will be greater than the number of attendees.
But over and above all there is to DO, there is plenty to think about. I’m talking strategy – the life-blood of ISB. It’s no secret that starting from “Competitive Strategy†in Term 2 with Prof. Kale to “Strategic Innovation Management†in Term 8, strategy would find itself in some subject or the other. And as you do more of it, you start seeing the patterns and the universal applicability of some of the concepts that you learn in these strategy courses. But what does all this have to do with theatre you may ask?
Plenty! The problem is simple – theatre, as a commercially viable art, is dying. It’s being overtaken by movies, gaming, concerts, TV-viewing, and even sleeping. I will not go into the details of how theatre works or what its cost structure and margins are, but rest assured that there are very few groups in India that are able to:
- sustain themselves
- make a profit
- GROW!
The third one is important. There are some inherent limitations in the way that theatre is delivered (or in theatre as a platform itself) that make it difficult to grow. Some aspects of this problem were discussed in a lecture with Ms. Vanita Kohli (part of a Media elective course) and some interesting insights were put forward. But the problem remains – what can be done to make theatre into a commercially viable and growing enterprise?
How does this all tie back to the president of the Theatre Club? All these problems and constraints apply to the Theatre Club at ISB – there is limited time, money, and manpower. But most importantly, the Theatre Club has a memory. Every year, every batch is going add something new; something that has not been done before. And over a period of time, it will become difficult for the president to add something new – to grow (metaphorically). And this onus exists not just for the Theatre Club, but for every club there is in ISB.
It is a problem that is left for the future**** – strategically unsolved.
* I have a sneaky suspicion that a large and popular Internet company named one of its products in a similar vein. Not sure who was first though…
** about the event; and no feline creatures were harmed in the process
*** excluding the Consulting Club president
**** and if any batch of ’10 admits are reading this – I would be happy to hear your thoughts on the matter 
. Seniors/Alums – you have faced this before. Any thoughts?
No related posts.
Firstly I was not aware there is a theater club @ ISB. If there is, it is good news for some enthusiasts in our ’10 batch who are chasing their tails these days planning dramatic activities.
What stands out about you insofar as the challenge you have taken on is the zeal to venture into open spaces. Theatrical Club is surely an open space with no rules – so you define the rules. Much like 2001 – A Space Odyseey visualized outer space without a telescope.
I did not exactly understand the marketing methodology but that other clubs were (caught) emulating it soon after says a word or two about its effectiveness. Kudos !!
As regards growth petering out – I think most things in life have logarithmic curves – diminishing returns and getting closer to the asymptote. But remember, no curve EVER touches the asymptote – so there is always “scope for improvement” (we’ve all learnt this the hard way in annual appraisals). I don’t think any field of work is ever saturated enough to preempt growth opportunities – let alone creative fields like theater and music !! Just my 2 pence… and I don’t think I’m even entitled to an opinion given that I am still not ON campus.
Theater can be made commercially viable. Look at Evam (http://www.evam.co.in/). They have done a wonderful job of bringing theater to the youth and being profitable. I volunteer for them
Here are 2 important things (that I feel) any new theater group should be doing, to become successful :
- choose plays that will have a universal appeal. You can get to doing the serious stuff after you make a name and money
- market and promote using cost effective measures (email, posters etc)
At ISB, a great way to start would be to get renowned theater groups to perform for the students. This would generate interest. Once you have a group of interested people you can organize reading sessions, discussions etc and finally move on to staging a play.
Rahul
(Applicant for ’10)