Cameron Mackintosh Clamps Down on Understudies Tweeting Appearance Dates

Navigating social media use by performers is new territory for the live entertainment world, but rules and regulations are starting crop up for the theatre crowd.

According to The Stage, theatre impresario Cameron Mackintosh recently sent a memo to all performers reminding them that they cannot distribute show-related information without management's consent, namely their performance schedules.

Understudies will be specifically affected by the rule, as many often post the dates they will appear in main roles on Twitter.

Managing director Nicholas Allott told The Stage, "We see [social media] as a very important way of promoting our shows, through our own efforts and through our associates, however there is information that could be commercially sensitive that we believe needs to be controlled by the management...We don't feel it's right that an understudy should let the rest of the world know when a principal is going to be off. Once we have announced it, they are completely at liberty to use that as much as they like but it needs to come from us first."

So, understudies' friends and family can be informed privately of on-stage dates but not publicly until the official announcement has made the rounds.

Performers affected include cast members in Cameron Mackintosh's West End productions of LES MISERABLES and THE PHANTOM OF THE OPERA, as well as the MARY POPPINS UK tour, and the upcoming HAMILTON, HALF A SIXPENCE, and MISS SAIGON on tour.

Social media issues have been raised with Equity's West End committee due to concern over the "inconsistent approach" in the theatre industry. The union is currently working with the Society of London Theatre to create standard guidelines.

Photo Credit: Walter McBride