Not that it really matters. You can't dress mutton up like lamb - the punters always sniff it out. Case in point, and I hate to admit it, but years and years ago I was desperate for footage for a tv commercial for a touring comedian -- and used testimonials from another show. It made the show sound great -- but it still tanked.

As Situation Marketing say in their e-newsletter this week, "You can scream your ‘funny’, ‘exhilarating’ and ‘enthralling’ in advertising – but, the reality is, conversations about your brand are happening with or without you every day and are based on substance and the real interactions consumers are having."  And, because of Google and social networking, "What’s quickly becoming a reality is the basic fact that brands must begin to shift their focus from selling the sizzle – to focus on better selling the actual steak (a chris powers classic line). Every interaction consumers have with your brand brings an opportunity for them to voice their opinion – both good and bad."

Whether theatre, film or tv, this has got to be one of the coolest, smartest entertainment ads around. The Hollywood Reporter's Past Deadline blog has the whole story... 

 This is from the stage manager's report on Friday night:

The projection screen – this is weird – fell forward right on bows at the end of the first show. Although sandbagged, when the ushers opened all the FOH doors at the same time it sucked the screen forward and landed softly upon the boys which they took very casually.

This received great laughter for this thinking it was rehearsed.  I have never seen this before. Strange. No-one hurt.

David Cote, in Time Out New York, attacks the subject from a slightly different angle.