We all know those seats in theatres where either the view or the sound aren’t too good, for some they are too close, or too far away for others. Every time you buy a theatre ticket online you wonder – what is the view going to be? To answer that question we have created IMKAGRAM for IMKA theatre, where everyone can check the view on the stage from a chosen seat – and then buy the ticket.

The actors from the theatre have recorded 278 mini-plays, exactly the number of the seats in the audience.

The IMKA crew has staged 278 unique 15 seconds long plays – we have recorded every single one of them from a different perspective of every seat in the audience. Then we have upload our unique content on Instagram making it possible to buy a ticket for a chosen seat. Thus we have created IMKAGRAM – an initiative, which intuitively uses the Instagram environment to incorporate a piece of the theatre, give the spectators a glimpse of emotions and an actual value. IMKAGRAM may be attached to any play.

IMKAGRAM is made of 278 short theatre plays performed by some of Poland’s most popular actors. With over 1 hour of video it’s pure entertainment. When we launched it, the average time spent on IMKAGRAM was over 5 minutes. As a tool it can be attached to any play. Those that we promoted achieved a 57% boost in ticket sales. IMKAGRAM received a warmest welcome from theatregoers and the general media. The buzz it created helped Imka Theatre to avoid bankruptcy it faced, when one of its sponsors pulled out in the mid 2015.

IMKAGRAM shows art in a new way, enticing people to theaters though the most popular visual social media channel. Instead of using traditional forms of theatre promotion we’ve given the stage to IMKA’s actors who have recorded 278 15-second long plays, each of them dedicated to a different seat in the audience. Every play is unique, all of them exceptional. All to answer the ultimate question: what is the view from a chosen seat in the audience? Thus we have created IMKAGRAM – a mini-scale Instagram theatre with all the emotions and actual value for the viewers.

IMKAGRAM, an Instagram profile and so much more - a tool, designed for people who constantly online and aware of current trends. To gather their attention we opted for an unique content with an actual value. Instagram, chiefly known for contesting images allowed us to answer the insight in a natural and extremely involving manner: we have shown the view from every seat on the audience.

IMKA is one of 50 theatres the 2-million city of Warsaw. It faces strong competitors; nonetheless in this quite conservative theatrical environment the young IMKA theatre still has the ambition to set new trends.

Brief stated the following: to create a communication stretching further out from the theatres’ typical means of communications - thus reaching the younger recipients within the target group.