A Tableau Vivant: The Cultch's 10/11 Season Brochure

Organization Name:
Vancouver East Cultural Centre - The Cultch
City & State:
Describe your creative piece – what is it and what has it been used for, and why is it innovative?
For nearly four decades, The Cultch has offered dynamic programming in theatre, dance & music by local, national & international artists. The season brochure is the primary marketing tool produced annually, and includes info on shows & programs for the 2010/2011 season, along with ticket & subscription information. The Cultch’s 10/11 Season brochure is the foundation on which all marketing materials for the upcoming year are built on. Over 20,000 brochures are printed & read by patrons, media, donors, & sponsors annually. It is distributed several times during the year throughout Vancouver & displayed in cafés, libraries, community centres, & theatres. It is used to sell shows & represents all aspects of The Cultch. The innovation of the brochure lies in its design & copy. By creating a highly conceptual & strongly designed brochure, we convey the professional & innovative nature of our season.
What issue or problem were you working to address with this piece?
In this past season, The Cultch has seen a slight decline in audience attendance to our performances. We believe that this is in part due to the recent global financial crisis, along with the city’s welcoming of the Vancouver 2010 Olympic Games and the Cultural Olympiad (which offered patrons a larger-than-normal number of cultural events to choose from). Also, in the past year there have been several articles published in local media about how audiences of live entertainment are disappearing. The articles suggest that many people now prefer to be entertained in the comfort of their own home, choosing online communities, film, television and video games over a night of theatre, dance and music. We wanted to address these identified problems with the concept, design and delivery of The Cultch’s 10/11 Season Brochure.
How has your submission successfully impacted your organization’s ability to solve this issue/problem?
For this season’s brochure, we wanted to address media’s portrayal of audiences moving from unplugged entertainment (live entertainment) to plugged-in pursuits (online gaming, film, tv). The cover of the brochure was inspired by the 19th century art movement called Tableau vivant (French for “living picture”). The term describes a scene presented on stage by costumed actors who remain silent and motionless as if in a picture, often theatrically lit. Before radio, film and television, tableaux vivants were popular forms of entertainment. With our tableau vivant on the brochure’s cover, the actors successfully demonstrate the transformative experiences to be had at The Cultch. Our tag line for the season is “Fill this house with friends and family”. We used imagery that evokes energy, movement, celebration and of course, great LIVE theatre! We believe the design successfully conveys the value of attending live entertainment, thus encouraging patrons to unplug and subscribe!
Creative Submission - Files