Feminism as a Marketing Tool: Calgary’s Urban Curvz

This article begins with the question of whether and how theatres use the word feminism in their advertising and on their websites. I address Calgary’s Urban Curvz theatre company and their assertive use of the word, drawing on conversations with Lindsey Zess-Funk, Artistic Associate, and Jacqueline Russell, the company’s Artistic Director. Is the language of feminism attractive as a marketing strategy for professional theatre? The marketing choices of Urban Curvz—the images used, the language employed, the events hosted—can provide an alternative message to the cacophony of other theatres’ advertising campaigns, and can create an alternative intention for theatregoers in Calgary, but need to be handled carefully. Urban Curvz has made an impact through the growing profile of its Girls Gone Wilde! festival and other special events it sponsors, such as Take Back Halloween, an event held in 2014 that attracted significant media attention but also some negative feedback, as the intention to offer an alternative to the hypersexualization of Halloween costumes was misconstrued by some as “slut shaming.” This incident points to the challenges of articulating a feminist message.