Press Release

Theatre Denton’s production of Matilda the Musical

Project: Theatre Denton, a local community theatre, needed to promote their upcoming production of Matilda the Musical. The majority of their regular patrons are 55+, so it needed to still appeal to a senior audience, while also drawing in as many new demographics as possible.

Strategy: Since the movie version of Matilda was popular in the 90’s, I leveraged millennials’ nostalgia for the film and made sure to mention that the director was also a millennial to create a sense of connection. I also hit hard on the family element, since many millennials are now parents, to create a suggestion that they bring their children. I doubled down on this appeal in the summary of the story with language that would be at home on the cover of a YA novel, taking inspiration from the Harry Potter series and Roald Dahl himself.