From September 21, 2012 through September 28, 2012, in Toronto, ON, Just For Laughs and Live Nation will be teaming up to present a new and unique way to attend an arts festival. The festival, JFL42, will include events from the arenas of comedy, art, dance, music, and technology, but the date and location of the events will be determined solely by the interest expressed by festival goers . . . via their smartphones.
JFL42 is offering two “Smartphone Passes,” one for $99.00 and one for $149.00. Each pass will allow the holder access to all 42 events to be held throughout JFL42, including the event’s cornerstone- four stand-up shows from Louis C.K. Through a JFL42 Smartphone Pass, a user will be able to “reserve and check into shows, create your festival itinerary and connect in real-time with fellow festival-goers, performers and organizers.”
According to JFL42, the smartphone element of the festival will determine the order in which the additional 41 events occur, along with the venue the event will be held in, and the date and time of the event. For example, if more festival attendees than expected check in for a particular event, organizers will move the event to a larger venue to accommodate them. Likewise, if one event reaches capacity and there is still demand, an additional show will be added to the festival schedule.
JFL42 will also be looking to use social media as a means of drumming up interest in the event, which will be the first one hosted by Just For Laughs in Toronto, ON. The event is expected to reach out to fans via Twitter, frequent updates regarding artists and events scheduled for the festival, as well as live streaming of the actual events as they happen.
While JFL42’s organizers are hoping to muster up a groundswell of online support for the festival’s various events, the main event driving interest in the festival at the moment is the four performances from Louis C.K. In addition to his sought after stand-up shows, Louis C.K. is also known for his strength in self-development. One of today’s premiere comedians, Louis C.K. currently writes, directs, produces, and stars in a television show loosely based on his life titled Louie. He has created and marketed his own smash hit comedy special and has been nominated for multiple Emmy Awards.
In addition to the Louis C.K. shows, which are expected to sell-out, events scheduled for the festival include additional stand-up performances from popular comedians, a film screening, comedy podcast, poetry reading, and a dance party. While JFL42’s focus on smartphones as a means for constructing an entire festival is certainly unique, it remains to be seen if the event will generate interest beyond the Louis C.K. shows. Should the festival prove a success in evaluating participate interests and coordinating events accordingly, it is surely only a matter of time before this model emerges in other festivals and events.
Passes for the eight day festival are currently on sale, and additional acts will be announced in the upcoming weeks.
