This item recently caught my eye.
Heineken, Stella Artois, and Sony are among those to have commissioned one-off immersive live theatrical experiences in recent months. Now, however, London culture marketing agency pd3 is pushing the model further by financing the development of its own theater projects.
The move--which will bring a theatrical interpretation of five Brothers Grimm fairytales to central London later this year--will demonstrate both new creative and commercial opportunities for both brands and theater producers, the agency claims. FULL STORY HERE
It seems that more and more big name brands are getting into the commissioning business. Is this any different from the Archduke commissioning a new piece of chamber music from Beethoven? There's a lot of talk these days about a direct line leading from Rembrandt straight through to Andy Warhol, a line defined by an exciting new noun/verb: branding.
But is the relationship between "Art" and commerce slightly different when BMW commissions a bunch of young and hungry filmmakers to create exciting short films that feature their vehicles?
Maybe because music is inherently abstract, Beethoven was able to enjoy more independence. Until the day comes when we all understand a musical phrase to translate into one image or idea, music will be in a way safe from this kind of pullution. Of course that didn't seem to help Shostakovitch much. His Soviet benefactors caused lifelong suffering for the composer whenever he strayed from the party line in his symphonic works. Although how this was or was not obvious from piece to piece has never fully been explained to my satisfaction or understanding.
But why are big name brands with deep pockets interested in something as economically inefficient as immersive theatre? Could it be the obvious dichotomy that attracts them? Immersive theatre is one of the last places where without a doubt, art is being made against economic logic. In some cases the number of performers and designers engaged in an "experience" outnumber the audience numbers. The economics don't add up. That's certainly no reason not to attempt it. Some of the best art we've ever known has defied logic.
But if a brand is looking for the biggest bang for its buck, a blockbuster movie would pack more punch. So, then, the question remains: why would Honda or Nokia get into the business of immersive theatre? I'm not sure but when we see something that apparently defies logic (in this case the logic of profit), it may be cause for concern. Maybe it's too early to say for sure. What do you all think? Am I a paranoid lune?
