Producer Cameron Mackintosh has recently clamped down on understudy performers – in particular – publicising information about their performance schedules on social media: many post dates they will be performing lead roles on their accounts. As a result new guidance has come into play with regards to performers’ social media use, which works to reinforce an existing clause in contracts. This states that show-related information cannot be distributed without management’s consent, including when understudies will be performing roles.
The increased control covers all Cameron Mackintosh Ltd shows running both in the West End and on tour. Understandably, social media is an important tool for promoting shows, so the clamp down is logical in order to control the release of potentially commercially sensitive information. For management, the argument is that it should not be an understudy broadcasting when a principal is going to be off (on social media), ahead of any formal announcement from the company. They went on to reason that there was nothing to stop performers informing friends or family, as long as the information was not in the public domain.
For other industries, social media policies and guidelines are familiar and already in place; the rapid expansion of social media has meant theatrical organisations have also had to take action. Despite this, an agreement between Equity and the Society of London Theatre has been in place for some time stating that any policy is down to individual productions, meaning there are a range of clauses around social media in use.
Equity went on to confirm that the issue of inconsistent social media policies had been raised with its West End deputies committee. As a result the union is in talks with the Society of London Theatre to create standard guidelines for social media use.