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    Context In mid-2013, the art industry in Spain suffered one of the hardest blows ever. The government decided to raise the tax for theatrical sho… Read More
    Context In mid-2013, the art industry in Spain suffered one of the hardest blows ever. The government decided to raise the tax for theatrical shows from 8% to 21%, resulting in the greatest loss of audience in living memory. People returned to consume “proven” entertainment en masse such as the American blockbusters… Faced with this reality, the independent comedy theatre company Teatreneu decided to look at the situation with humour and invented something: Pay Per Laugh. Idea We fit out each seat with a facial recognition system that detects the smile, and proposes the following deal to spectators: “entrance will be totally free. If the show produces no laugh, you don’t pay anything. However, if you laugh, you have to pay for each smile”. Each smile produced is worth 30 euro cents, something that in this day and age is quite a reasonable price. At the end of the show the spectator could check that laughter account before paying, and even share it on the social networks. And so that no-one would cry for having laughed more than they could afford, the maximum amount to pay was 80 laughs or 24 euros. The average price of the ticket increases by 6 euros compared to traditional shows. The system was covered by the main national media outlets. This produced more publicity, and this in turn produced 35% more spectators. Each pay per laugh show produced 7,200 euros of ticket money compared to 4,400 euros that was normally taken. Currently the Pay Per Laugh system is being copied in other comedy theatres in Spain. A mobile phone app was created to use as a system of payment in other independent theatres. The first season ticket was also launched for the amount of laughs and not the number of shows. We should also not write off the “Pay Per Cry” or “Pay Per wtf” system. Well, actually perhaps these options should be disregarded… Read Less
    Published:
Credits:
 
Agency:
The Cyranos for McCann Worldgroup Europe
Production Company:
CANADA
Director:
Marc Oller
App company:
Glassworks, Xavi's Lab.
General creative director:
Leandro Raposo
Executive creative director:
Pablo Colonnese
Creative Directors:
David Fernández, Joaquin Espagnol
Art director:
Eduard Cubel
Copy:
Jaume Rufach
Agency producer:
Alba Riart
Account Director:
Marta Grasa
Account Executive:
Jesús Vergés
Account Executive:
Laia Gilibets
Executive Producer:
Oscar Romagosa
Head of production:
Laia Coll, Laura Serra
Video Editor:
Carlos Font Clos
Context
In mid-2013, the art industry in Spain suffered one of the hardest blows ever.
The government decided to raise the tax for theatrical shows from 8% to 21%, resulting in the greatest loss of audience in living memory.

People returned to consume “proven” entertainment en masse such as the American blockbusters… Faced with this reality, the independent comedy theatre company Teatreneu decided to look at the situation with humour and invented something:
Pay Per Laugh.
 
Idea
We fit out each seat with a facial recognition system that detects the smile, and proposes the following deal to spectators: “entrance will be totally free. If the show produces no laugh, you don’t pay anything. However, if you laugh, you have to pay for each smile”.
Each smile produced is worth 30 euro cents, something that in this day and age is quite a reasonable price.

At the end of the show the spectator could check that laughter account before paying, and even share it on the social networks.
And so that no-one would cry for having laughed more than they could afford, the maximum amount to pay was 80 laughs or 24 euros. The average price of the ticket increases by 6 euros compared to traditional shows.

The system was covered by the main national media outlets. This produced more publicity, and this in turn produced 35% more spectators.
Each pay per laugh show produced 7,200 euros of ticket money compared to 4,400 euros that was normally taken.
 
Currently the Pay Per Laugh system is being copied in other comedy theatres in Spain.

A mobile phone app was created to use as a system of payment in other independent theatres. The first season ticket was also launched for the amount of laughs and not the number of shows.

We should also not write off the “Pay Per Cry” or “Pay Per wtf” system.
Well, actually perhaps these options should be disregarded…