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In a business relying to such an extent on collaboration, Sinead highlights the enthusiasm of the performers, artists and creative teams as being ready to tackle whatever challenges that lie ahead: “You still have to make plans, and be sensible about what can realistically can be achieved under the circumstances. “We are certainly making plans for 2022, but it really does rest on the panto being successful - that gives us the necessary foundation to move forward with our plans over the next 12 months.” Looking toward the coming year, the Everyman has a number of major projects in the pipeline - allowing for the possible restrictions that may yet be obstacles in its way.
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Her experience encompasses developing and implementing marketing strategies, promotional campaigns, digital marketing, web development and growing audiences through new channels and line management. Her previous position was marketing and sales manager with Facet Publishing in Britain, the commercial publishing and bookselling arm of CILIP, the library and information association. Sinead is a UCC graduate with a BA in English Literature and Philosophy and MA in Romanticism, Modernism and Postmodernism. "It is so wonderful to see them coming back and with such an appetite to be involved again." So many people involved in theatre have had to deal with changes in their circumstances over the past two years, having had to take up other jobs, to move for better prospects and not able to follow their primary passion. “It has undoubtedly been one of the worst periods for the sector, and we are so pleased to see the creative teams coming back. While all sectors of society have been challenged over the past two years, the entertainment sector, and theatre in particular, has been significantly impacted as the restrictions and lockdown brought the sector to a virtual standstill. Sinead Murphy, marketing and communications manager. The choice of Aladdin, with its official media partners 96FM, C103, and The Echo, was an appropriate choice for audiences wanting equal amounts of fantasy and laughter for the 2021 festive season: “Like all pantos, there will be elements that are contemporary, and that combined with the live performance and children will hopefully give audience plenty of much needed laughs.” “The first day’s ticket sales when the box office opened was the largest in our history.”
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It was never in doubt that we would have a panto, it was planning the logistics of how to put it all together that mainly occupied us. “Given the restrictions and the uncertainty, our main concern was grappling with the details of how we could put the show on this year. “It is particularly important that it goes well this year, having been cancelled last year, and also giving us a foundation for our plans in 2022.”Īlways well supported by the public, this year’s production generated particular interest well before tickets went on sale: “We have been inundated for information by the public going back weeks, which was so gratifying. “Ninety-two per cent of the Everyman’s income comes from ticket sales, with the annual pantomime making up 20% of that - and that is a measure of just how important the annual production is to the theatre,” explains The Everyman marketing and communications manager Sinead Murphy.
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After a sustained period ‘in the dark’, the pantomime also brings a significant revenue when it is needed most. After an extended absence due to Covid restrictions in 2020, this traditional staple of Cork entertainment over the festive season arrives well timed for audiences in need of laughter and fun.