ATP Live

The Challenge

Since the 1970s, Alberta Theatre Projects has been presenting new, contemporary and Canadian plays for Calgary audiences. Widely respected for its investment not only in staging plays, but in play development and dramaturgy, ATP is one of the city’s most versatile and diverse theatre companies. Its seasons include a range of very different plays, often ranging from family-friendly to dark, suspensful and challenging.

The Solution

ATP always produces programs for each play, but for its 2014/2015 season, the company needed a print piece that would go into greater depth and detail. It wanted to give its audience a true behind-the-scenes look at the creative process, production details and organizational challenges involved with presenting a play, while enticing the audience to attend the Exchange, an ATP event series.

RedPoint and ATP met for the first time in summer of 2014, and agreed that RedPoint would write, design, photograph and produce a 36-page custom publication for the opening of the 2014/2015 season. For the 2015/2016 season, the magazine expanded to 44 pages.

ATP’s season opens at the beginning of September, with the lineup of plays established in the spring, creating a tight turnaround time for a project of this scope. Thanks to close collaboration between our two organizations, the magazine goes from initial concepts and interviews to press proof in a highly efficient yet creative process. The final magazine includes behind-the-scenes photos and unique design elements along with plenty of deep insight into the minds behind the plays.

The Results

Live, the ATP magazine, is a mix of conventional playbill and arts magazine, combining practical show details with in-depth interviews and features on playwrights, producers, performers and key ATP players. From the magazine’s striking covers to its inviting writing and design, Live gives the ATP audience greater access to the people, processes and ideas that shaped each season.

Live, the ATP magazine, is distributed with the August issue of Avenue Calgary magazine and on newsstands, and is also available in digital form.