American Century Theater
MTC teams up with The American Century Theater.
- Campaign Development
- Social Media Strategy
- Collateral Design
The American Century Theater (TACT) was founded in 1994 as a non-profit theater company with a mission to promote 20th century theater. Although its productions are directed by established talent and cast with seasoned vets, the company found itself suffering from a general lack of awareness within the community. Their location, attached to a middle school in Arlington, VA, also seemed to affect their credibility.
MTC joined forces with Emily Morrison, the marketing director for TACT, to brand and produce show collateral for two of the 2014 productions.
First up, was “Oh Dad, Poor Dad, Mamma’s Hung You in the Closet and I’m Feelin’ So Sad”. For a comedy featuring a relatively small cast and characters with such personality, MTC was able to create a series of posters, each dedicated to a single character. Drawn in a poster-art style, these pieces beautifully illustrate the characters’ thoughts and objectives. Since the play is set in a hotel, door hangers were created as outreach pieces to generate buzz for the production.
Next up was “Judgment at Nuremberg,” a play that takes a serious look at several judges who passed questionable sentences before and after the Nazi regime. Were they justified? Or were they just plain wrong? The play explores whether these judges embraced and enforced laws that infringed on the personal freedom of Germany’s citizens. A layering of imagery was used in the show collateral to incorporate the many themes explored in the show. The type texture in the background is made up of the actual opening statements from both the prosecution and defense. A period-styled court summons was designed as an outreach piece.
Attendance grew steadily from show to show and “Judgment at Nuremberg” garnered TACT their second-highest overall show attendance record in the past three years. MTC is proud to have helped such a great local theater stand out in an extremely competitive environment.