Its mailing list of 800,000 people

Tyler Perry used this secret weapon to build his fan base: his 800,000-strong email list Photo: Writer-director-actor Tyler Perry attends Tyler Perry’s “A Fall from Grace” premiere at Metrograph on January 13, 2020, in New York City. (Photo by Evan Agostini / Invision / AP)

It’s no secret that Hollywood insiders and even fans have wondered how playwright, producer and director Tyler Perry took control of film and television. After all, his designs are often produced extremely quickly and cannot be accused of being Oscar or Emmy material. Still, Perry, known for his notoriously unbroken work ethic, has been creative in growing his fan base.

His secret weapon turns out to be a mailing list of 800,000 people. It might seem old-fashioned in the age of social media, but Perry reached out to people via email, and he’s been doing so since the start of his career. When he was on tour with his plays in the early 2000s, he collected email addresses.

He personally took care of his email and often chatted about simple things like going to the store with news of upcoming shows. These emails established a personal connection with the fans. Basically, he became their friend via email.

“It made us love it together,” he told Variety. In the process, his email friends became loyal fans.

In 2003, Perry understood the power of his audience when he booked six shows at the Kodak Theater for his production of “Madea’s Class Reunion.”

“I asked them how many people they had that worked at the box office, and (they said) ‘We have one,'” Perry recalls. “I said, ‘No, you might want to bring four or five’ (and they said, ‘Oh, no, we don’t need that for that.’ I sent the e -mail, sold all these shows The wig of the woman (at the theater) was crooked, she was so shocked by what had happened.

Perry fans have followed him from the theater live to the movies. Perry’s first foray into Hollywood – “Diary of a Mad Black Woman” (2005) – surprised Hollywood by earning $ 21.9 million on its opening weekend, knocking Will Smith’s “Hitch” down. the first place.

Of course, the film company, Lionsgate, had a marketing team on the film, but Perry’s email submissions are credited with helping the film rise to number one.

And Perry’s mailing list grew. When he sent the email to his fans describing the production of “Madea’s Class Reunion,” he had nearly 170,000 names on the mailing list. Today, there are around 800,000.

He still uses his email list from time to time.

“It’s been a while because of Facebook, Instagram, and Twitter, and people consume their information that way,” Perry said. “So I use it when I need it. ”

One Twitter user posted: “Tyler Perry on the power of his mailing list. no one can really reach them. That’s why tracking all of my movies has always been so far away. This list now has 800,000 subscribers.

With Perry’s success came accolades. He was recently named Variety’s 2020 Showman of the Year.

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In 2017, Perry signed a lucrative and far-reaching agreement with BET and Viacom (now ViacomCBS).

Recently declared a billionaire by Forbes, Perry is drawing attention not only on the big screen but also on the small screen. Her TV shows have remained very popular – first on TBS, then on Oprah Winfrey’s OWN, and now on BET.

At OWN, Perry produced a pair of soaps – “If Loving You Is Wrong” and “The Haves and the Have Nots”. The latter still works after seven seasons, Variety reported.

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