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Gemma Kate Allred

Gemma Kate Allred is currently enrolled as a doctoral researcher at the University of Neuchatel, Switzerland. Her doctoral thesis, supervised by Professor Emma Depledge, examines how Shakespeare was marketed and sold in England focussing particularly on 1960-2020 in conversation with 1660-1720. These timeframes enable a focus on two of the most crucial and informative moments in the history of commercial theatre advertising. Her thesis draws on evidence presented in paratexts and promotional materials used to advertise Shakespeare texts in performance. These range from the prologues and epilogues that accompanied plays on page and stage during the Restoration and early eighteenth century, to playbills, posters and flyers posted on walls, to programmes, webpages and social media initiatives aimed at contemporary audiences. Gemma analyses the extent to which promotional and paratextual materials shape audience expectations for given productions, and the ways in which they negotiate the perceived need to retain existing audiences whilst attracting new consumers.

Publications and Conferences

Gemma has an article accepted for Shakespeare Survey 73 (forthcoming 2020) titled:  ‘Who’s there?’ Britain’s twenty-first century obsession with celebrity Hamlet (2008-2018)’. The article considers the Benedict Cumberbatch, Jude Law, David Tennant, and Andrew Scott Hamlets, with particular focus in the marketing of those production to new rather than established audiences.

Gemma will be contributing a chapter for a forthcoming companion reader,  Morgan Lloyd Malcolm’s Emilia: A Companion Reader. The chapter, titled, ‘#IAmEmilia: How Marketing Created a Movement’ will consider how the marketing of Morgan Lloyd Malcolm’s Emilia acted not only to sell a theatre production, but also to create a movement, a feminist call to arms.

Gemma has presented at the British Graduate Shakespeare Conference at the Shakespeare Institute, with a paper titled – ‘Selling Shakespeare: The Role of the Poster in Theatre Marketing’, for which she was awarded the Liz Ketterer Trust Travel Bursary.

Forthcoming conferences include: Shakespeare Association of America, British Shakespeare Association, Swiss Association of Medieval and Early Modern English Studies, and Association of Adaptation Studies.

Gemma is the co-editor and contributor for, ‘Action is Eloquence: (Re)Thinking Shakespeare’ a blog looking at modern performance, adaptation, and appropriation of Shakespeare on stage, screen and beyond (https://medium.com/action-is-eloquence-re-thinking-shakespeare ).

Teaching

Gemma has taught the undergraduate Literature and Writing Workshops module at the Université de Neuchâtel and presented a guest lecture on Hamlet in performance for the Introduction to Literature in English Module.

From Spring 2021 Gemma will be teaching an undergraduate seminar course at Université de Fribourg on Shakespeare and Performance.

Qualifications

2016 – 2018 THE SHAKESPEARE INSTITUTE at THE UNIVERSITY OF BIRMINGHAM
MA Shakespeare and Theatre
2003 – 2015 OPEN UNIVERSITY
BA English Literature
2010 – 2012  LONDON BUSINESS SCHOOL
MBA - Concentration in Innovation, Branding and Marketing Strategy, and Sports Entertainment Business
2011                TUCK SCHOOL OF BUSINESS AT DARTMOUTH COLLEGE
Exchange Semester
2003                SOLICITOR OF THE SUPREME COURT OF ENGLAND AND WALES
Admitted September 2003
2000 - 2001 COLLEGE OF LAW GUILDFORD
Legal Practice Course
1997 - 2000 UNIVERSITY OF SHEFFIELD
LLB Law