This is literally the case at Barrington Stage Company in the Berkshires. We caught their Guys and Dolls show this weekend Just outside the Box Office is their iCritic Booth. Anyone can go in and record a video critique of the show (or the theatre, actors, or any other darn thing). You get 3 minutes to say anything you want.
What a great example of listening to your customers! In fact, at the beginning of the show, they actually encouraged the audience to provide a critique. Oh yeah, they also upload the videos to YouTube and link to them from their home page.
So what does this tell you?
Yes, they’ve got marketing savvy and technology chops. In fact, they do a darn good job on Facebook as well.
What’s more interesting is that they’re encouraging unfiltered commentary from their customers and they’re willing to make it public. It’s the new openness the public has come to expect (and some companies have come to fear).
Of course, this is a new twist on the product ratings / reviews found on many retail sites. Word has it they’re patenting the iCritic Booth concept and it’s coming soon to Broadway. Look for it next time you’re at the Theatre…
