It’s not the size of your lever.

A little Pumbaa told me an interesting tid-bit recently:

During the first week of performances of the national tour of The Lion King in each city, the local ABC affiliate does a half-hour television special on the arrival of the show, featuring interviews with cast members, a behind the scenes look at the costumes and scenery, etc.

It’s a half-hour commercial that doesn’t look like a commercial, because it “teaches” the audience about the show in a news format.

How come everyone doesn’t do this?

Well, maybe it’s because not every Producer owns a television network.

Yep, in case you didn’t know, Disney owns ABC.

Ahh, the wonderful world of leverage.

Don’t get depressed because you think you’ll never have a list of subsidiaries longer than the lines at Space Mountain.

There are all sorts of levers out there of various shapes and sizes:  restaurants, limo companies, charities, dentists, etc. Anywhere that has a consumer base similar to yours.

Your job, find a partner that can benefit from promoting you and vice-versa.

You’ll find it much more economical, and the promotion will actually mean more to the consumer, because it’s comes from a vendor that already has their trust (like a news station).

So until you own a television network, find a way to exploit the levers that you do have or go out and find a few.

Because leverage is supercalifragilisticexpialidocious.

Keep your show organized with the Theatermaker's fool-proof management system

Improve your success rate for getting produced with daily strategy tips.

Send me the system

Related Posts


Ken created one of the first Broadway podcasts, recording over 250 episodes over 7 years. It features interviews with A-listers in the theater about how they “made it”, including 2 Pulitzer Prize Winners, 7 Academy Award Winners and 76 Tony Award winners. Notable guests include Pasek & Paul, Kenny Leon, Lynn Ahrens and more.