Marketing Your Show at Hollywood Fringe

Our model

Hollywood Fringe is an open-access, self-produced festival. That means every artist is responsible for creating, producing, and promoting their own work. The festival provides tools, visibility, and infrastructure—but it does not market individual shows. There is no gatekeeper, and no “built-in audience”. You have to bring them (how exciting!)

Start with your people

Your first audience is your existing community! Friends, family, collaborators, classmates, coworkers- these are the people most likely to show up early and help build momentum.

Do not assume people know what you’re doing; invite them directly. This can look like:

• —> Telling everyone you see in-person about your show + how to find info!
• —> Personalized texts/emails to close friends
• —> Direct group invites (via email and social media)
• —> Consistent posting and updates

Use a special discount code to make certain friends, co-workers, and family feel special.

Pro Tip: You can set up as many discount codes as you want, so make them specific and use them to track what marketing is working. 

Set your goals

Before you start promoting, define what success looks like for you. Do you want to:

• —> Sell out your run?
• —> Build an audience for future work?
• —> Get reviews or industry attention?

Set specific, realistic goals and build your strategy around them. Pro Tip: Make sure your ticketing goals and budget are in sync. If your plan is to get as many butts in seats as possible, make sure your budget reflects those comps! 

Know Your Audience

Your show is not for everyone. The more clearly you define your audience, the easier it is to reach them. Ask yourself:

• —> Who is this show for?
• —> Where do they spend time (online and in-person)?
• —> What would make them choose this show?

Remember, start with your own network, then expand outward into communities that align with your work.

Build a clear elevator pitch

You will talk about your show constantly, so make sure it’s easy to understand (and remember for yourself)! You should be able to describe your show in one or two sentences (like a logline):

• —> What happens
• —> What is the tone
• —> Why it’s interesting

If people don’t understand your show quickly, they will move on- so test out some ideas with some people you trust to see what will “stick”!

Pro Tip: If you are at Office Hours marketing to another artist, ask them about their show! People want to support people who support them. 

Your project page is your “storefront”

Your Hollywood Fringe project page is your central marketing hub, so make sure you get familiar with it! For many audience members, this is their first interaction with your show. Make sure it’s:

• —> Clear and easy to read
• —> Up to date
• —> Visually compelling (but makes sense for your show)
• —> Utilize that media section!
• —> Directly linked to ticketing

A strong project page does a lot of your marketing work for you.

Use the tools available to you

Hollywood Fringe provides a range of tools to help you promote your show. Many artists don’t take full advantage of them (don’t be one of them)! Available tools include:

• —> Artist 1-on-1 support
• —> Your show’s project page and ticketing system
• —> Ad impressions on the Fringe site Guide ads (templates available)
• —> Fringe Cabaret performance opportunities (info coming soon!)
• —> Fringe HQ visibility (flyers, posters, events) (info coming soon!)
  

These tools are only useful if you actively use them!

Marketing Opportunities outside the Fringe in the Artist Hub

Check out this article in the Artist Hub for info about opportunities through HFF partners: NoHo Arts District + LAFPI.  

Time to make your plan!

Marketing works best when it’s intentional. A simple structure to follow:

• —> Objective: What do you want to achieve?
• —> Strategy: Who are you trying to reach?
• —> Tactics: What actions will you take?
• —> Metrics: How will you measure success?
• —> Start your marketing at least 6–8 weeks before your show opens.

Use social media thoughtfully

Social media can be effective, but only if used well.

AVOID:

• —> Repeating the same post
• —> Only posting flyers
• —> Spamming your audience 

INSTEAD:

• —> Share rehearsal moments
• —> Introduce your team
• —> Post behind-the-scenes content
• —> Highlight audience reactions and reviews

Engage with other artists, tag Hollywood Fringe, make sure you stay part of the HFF conversation!

Networking is marketing

A large part of Fringe happens in-person, so showing up matters! Attend events, see other shows, and spend time in the community. Talk to people about your work and support theirs.

Fringe HQ exists as a central place to connect with artists, audiences, and industry. Bring postcards, be ready to talk about your show (logline). Stay visible and supportive!

Go to outside networking events to build your audience: professional development events in your field, comedy shows or standup nights, and table-readings are great examples. Now is the time to say yes to your friends’ invites.

Use your existing network to develop an audience: do you take acting or comedy classes? Are you a part of a community choir? Do you have a religious or spiritual community you’re a part of? Gym buds? Live in a tight-knit apartment building? These are your first questions for your show.

Guide Ads

Printed guide ads must be purchased & uploaded by April 20th!

Available this year:  Full, Half, Quarter & Eighth Page Ads! 

Your registration already includes a show description listing with your show dates and a listing in the daily schedule, but if you want a photographic representation, buying an ad in the Fringe guide is a great way to market your show!

Prices start at $125 for artists, and all proceeds go back into the printing, designing, and distribution of this advantageous Fringe resource.

Purchase a Guide Ad here!

Check out this link for more information on ads and file dimensions!

Use print materials and take advantage of Fringe printing discounts

Printing your materials doesn’t have to break the bank- Hollywood Fringe participants get access to some great local discounts to help you create postcards, posters, and more!

Minuteman Hollywood is offering 20% off normal pricing for Fringe artists from March 15 to June 30. That discount can go a long way, with sample pricing like:

• —> 24×36 posters for around $34
• —> 250 double-sided postcards for about $80
• —> 100 stickers for about $25
• —> Scripts printed at $0.12 per page (full color)

They also include free 11×17 posters with larger orders—so the more you print, the more bonus materials you get!

Just keep in mind: You’ll need to mention you’re a Fringe participant to get the discount. Files should be print-ready (300 dpi, proper bleed). Turnaround is typically about 48 hours, with rush options available

Arnold the Printer is another great option offering special Fringe pricing on postcards and combo packages. Their deals include bundled poster add-ons and free posters depending on your order size, making them especially useful if you’re printing in bulk. They also offer a variety of sizes, finishes, and quick turnaround times (generally 3–5 days depending on the order).

Want more details on how to prepare your files and what to print? Check out our HFF Participant Discounts: Printing Services support page from our Artist Hub!

Reminder: Postcards and posters are still an important part of Fringe marketing!

Your materials should clearly include:

• —> Show title
• —> Image
• —> Time and location
• —> Ticket information or QR code

Keep it simple and readable, and especially make sure you follow all posting rules and get permission before putting up materials.

Where to flyer: Hollywood is not a “flyering” town. You will often use your postcard as a business card (more than just leaving them out and about, or flyering on the street). Posters are good to put up in the types of places your people frequent. Are they coffee people? Maybe ask your local coffee shop (easier if it’s outside the Hollywood Fringe “Zone”) to hang a poster on their community board? Are they wine-drinkers? Maybe hit up your local wine shop. Are they library people? Libraries often have community boards. Always keep one poster for Fringe HQ (our box office + hangout space in one).

Want to learn more about what to print at Hollywood Fringe? We have a whole article here!

Need graphic design help? We got you! Check out this Artist Hub article with tons of discounts available to HFF artists! 

Press is “DIY”

If you want press coverage, you need to pursue it yourself. This includes:

• —> Writing a press release
• —> Identifying relevant outlets
• —> Reaching out and following up

Start with smaller or niche outlets that align with your work.

Want to learn more about press? Check out our press article here!

At the end of the day, you still need to follow the rules

Marketing only works if it’s allowed. Be sure to:

• —> Use the official Fringe logo where required (LINK BRANDING)
• —> Get permission before posting materials
• —> Respect shared spaces and guidelines

Failure to follow the rules can result in your materials being removed.

Keep promoting throughout your run in June

Marketing doesn’t stop when your show opens! During the festival:

• —> Continue posting and inviting
• —> Adjust your strategy based on what’s working
• —> Stay engaged with the community
• —> Daily effort makes a difference.

Continue building word of mouth

The most powerful marketing at Fringe is word of mouth. Focus on creating a strong experience for your audience and encouraging them to share it. After your show:

• —> Talk to your audience
• —> Ask for reviews
• —> Encourage social posts
• —> Momentum builds from there.

Be realistic about the work

Hollywood Fringe gives you a platform, not a guarantee. Your turnout is directly connected to your effort. Artists who:

• —> Show up consistently
• —> Engage with the community
• —> Actively promote

…tend to see stronger results.

Think beyond Hollywood Fringe

Fringe is not just about one run. Use it to build toward your future work.

• —> Collect emails
• —> Stay in touch with your audience
• —> Document your show
• —> Build relationships

What you build here can continue long after the festival ends, (and that’s we want for each of y’all <3 )

LINKS

—> Here’s a link to our Artist Hub, and some resources from other Fringe Festivals regarding marketing for artists!

Remember, each fringe runs differently, and some tips may not apply to us, but it doesn’t hurt to do some outside research!

—> Atlanta Fringe

—> Adelaide Fringe

—> Edinburgh Fringe