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The idea of Cirque du Soleil might invite images of extravagant live shows with clowns, acrobats, and fire breathers. The company is trying to change that.
Cirque du Soleil came out of the pandemic in rough shape. So it decided to build a more expansive, catastrophe-proof brand — aiming to sell not just shows but also sunglasses, perfumes, and video games, as my colleague Emma Goldberg wrote in a story documenting its transformation.
“Cirque is a funny example of an attempt at cultural reinvention because I don’t even think of circuses as trying to be relevant,” Emma told me. “They were asking the question, ‘Why isn’t Gen Z interested in the circus?’ That almost feels rhetorical. It’s because 5-year-olds are into the circus.”
The decision came after months of meetings with consultants. Because they were talking about the circus instead of, say, banking, people dropped phrases like, “I think there’s a real opportunity to elevate the art of clowning” and “Don’t focus on the Cirque, focus on the Soleil.”
Still, the meetings succeeded in giving Cirque du Soleil a sweeping plan to transform itself. This week, the company will release a video game on the popular gaming platform Roblox. It produced a show last month for Motorola to introduce a new phone. It is working on a line of home goods (think psychedelic curtains) and a television documentary series (current title: “Down to Clown”).
“They’re saying: ‘Forget the circus. Forget the red-nosed clown and the big tent and the popcorn. Think about this as an artistic statement,’” Emma said. “And they’re trying to channel that into selling consumer products.”
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Marie-Andrée Lemire/Cirque du Soleil
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James' World 2 
Jul 24, 2023 @ 06:43:20
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Jul 24, 2023 @ 19:57:56
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