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The production used a variety of marketing techniques. The first and most notable is Instagram. The Instagram page @mincemeatlive features a variety of posts, ranging from plain poster advertisements to video reels of the characters performing comedic skits on stage. This method of advertising brings a customized and personal feel to the show while appealing to younger audiences. Instagram allows users to comment on posts, send posts to friends, and even repost things they’ve been a part of. These features give brands like mincemeat advertising through Instagram an edge up because their unique personalization increases engagement.

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One unique promotion tactic is merchandise. Operation Mincemeat sold tote bags, posters, mugs, and more, which the Audience can purchase and carry with them through everyday life. Not only does this give audience members a way to remember the experience, but it also gives an advertising edge to the brand. Friends and family of the person carrying the bag or using the mug may ask about the design; they may be persuaded to see the play themselves.

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Through my class, I got tickets. So, it was very easy. They were free for me, and honestly, I did assume we were going to a low-budget show because I assumed it would not be easy to purchase a whole class size worth of tickets to a quality show. I was surprised we were sitting so close to the stage at first as well. When the play began, I realized it wasn’t a low-production show and the actors were actually really talented.

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There was a ticket scanner at the front and someone to direct us to our seats. It was easy to find our seating. Once we sat there was a pre-recorded message telling us to turn off our phones, signaling that the play was about to begin. After the announcement, the chatter in the crowd hushed, and everyone’s attention was drawn to the stage.

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The rows and seats were labeled. There was also signage signaling the direction of the dress circle, upper circle, bar, toilets, and merchandise. The signage signaled to me that the play was an organized operation that was created to have a natural flow of movement. The program was not included in the admission price, but was available for purchase.  The program was expensive, in my opinion, and probably not worth purchasing.

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The Audience sat in chairs like how you would in a movie theater. The rows were arranged such that there were three complete levels, with some booths. I think anyone with accessibility needs would be fine sitting on the first floor. I believe the Audience was 40% full, the photo above shows there were many empty seats. The photo is about 33% but people may have bought tickets at the door, which wouldn't have been counted on the prior seat map. The Audience was the same level of full before and after the event; no one left halfway through.

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There was an intermission break. I tried to go to the bathroom at intermission and there was a very long line, so I waited until the end. The cheapest item was a breakfast tea, and the most expensive item was Moët & Chandon Rosé. I bought chocolate and a coke, and I do feel that having a snack and a drink while watching any sort of entertainment, always enhancing my experience. We arrived at the theater around 7 pm and left around 10 pm, so the event may have lasted around 2.5 hours. I stayed for the entire event.

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The Audience responded to the event with a standing ovation. It was very well received. I did not observe any organizers actively policing audience behavior, although I did notice they were observant and present the entire time. I noticed throughout our own group, there were different reactions to political statements made throughout the play. Some people loved the German Nazi song; some people were silent. The same thing happened with the scene mocking an American pilot. I really enjoyed both scenes. I feel that teasing between countries is purely playful and also reciprocal in our own media. Also, Spain was mocked too, which leads me to believe it was all lighthearted. I did turn to the person next to me and ask how they felt, and they said their grandfather would’ve hated this. Perhaps there is a generational difference between veterans and non-veterans in their understanding of the representation/opinions of America in other countries media.

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There was no greeting at the beginning of the play. But there was a planned curtain call at the end of the event. Everyone cheered very loudly and the actors got a standing ovation. It was very beautiful to watch actually, they all seemed really overjoyed. It was different from most other plays I’ve been to before because the actors and actresses seemed more in character during the curtain call.

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Yes there were lots of options for merchandise. There were journals with funny lines on them that stood out the most to me. The journal referenced a joke in the play about having whole-arsed ideas. There was also a short book available for purchase called Finding Heister, which is a brief history about a woman whose letters changed the course of WW2. In addition, there was other paraphernalia, including tote bags, mugs, posters, and more.

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I really enjoyed the play — it was right up my alley since I love historical fiction. One scene in particular, with the woman writing a love letter, really tugged at my heartstrings. At the same time, I found myself laughing a lot throughout the performance, and it honestly became one of the highlights of my week. I loved it so much that the next morning, I listened to the soundtrack and have been singing the sea shanty from the musical all weekend.

Since I haven’t been exposed to many musicals or theater productions before, this experience definitely sparked a new interest for me. I also appreciated how disconnected I felt from the outside world — no phone, no need for small talk, just fully immersed in the storyline. It gave me the chance to step outside my own world for a little while, and that felt really refreshing.

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I was surrounded by people who enjoyed the play, but maybe not to the same extent that I did. In some ways, that dampened my experience a little because I was really excited and happy, while they didn’t seem to feel the same way. I don’t usually attend events alone, but looking back, I think this might have been one of those times when going solo could have made the experience even more special.

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more examples of merchandise

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Billboard announcement outside of venue 

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Billboard announcement outside of venue 

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Last minute tickets available for purchase signage outside indicated 

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Last minute tickets available for purchase signage outside indicated 

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Pricing for tickets around £50 with extra fees added.

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Pricing for tickets around £50 with extra fees added.

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Cast is displayed on the website like this

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Cast is displayed on the website like this

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During intermission the theater felt very crammed with everyone moving about, this is the line for the bar. Food and drinks were offered and many people purchased something.

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During intermission the theater felt very crammed with everyone moving about, this is the line for the bar. Food and drinks were offered and many people purchased something.

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Finding Heister historical book available for purchase 

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Finding Heister historical book available for purchase 