Theater photography

HOW I TAKE SUCCESSFUL
THEATRICAL PRESS PHOTOS

Publicity for New York theater is increasingly photo-driven.
So what does it take to make sure the newspapers will print what you send them?

by Jonathan Slaff

I am both a publicist and a photographer for professional theaters in New York. This article explains my approach to one of the smaller producer's most difficult problems: pre-production photography.

When I began as a theatrical press agent, I asked a major critic how I could get a story on one of my "downtown" plays published. He said his paper didn't usually cover theaters of this type, but if I could come up with a really striking photograph, it might be used in the paper's pictorial section--a big, splashy photo layout.

It was the best advice I ever got, as it made me aware of the manifold opportunities for photo placement on behalf of small and medium-sized, non-profit theater groups. I also realized, at a stroke, that downtown, avant-garde, Off-off Broadway productions, being vivid and unique, have all the visual ingredients to make wonderful photographs.

Believe it or not, there are more photo placement opportunities available than most small theater companies routinely take advantage of. So producers can only gain by strengthening their efforts in this area overall. Your press photos can be effective, professional, affordable and successful.

I have laid out some thoughts on techniques of publicity photos that succeed. All the photos illustrating it are mine. To discuss any aspect of this article