GORDA Cruel Mirror in São Paulo, Brazil.
The play “Fat”, by Neil Labute, tells the story of a man who falls in love with an obese woman and faces many prejudices because of that.
“Fat” premiered at Procópio Ferreira Theater in March 2010, with sessions on Saturdays and Sundays.
As there were other shows on display during the weekdays, the challenge was to bring the audience back to the theater to watch the play “Fat”.
Strategy was to make people reflect: how does someone who is visibly overweight feel?
Thus, Escala placed a mirror that distorts images in the theater lounge.
In the box office line, they stuck floor adhesives that simulate body scales displaying 120kg.
So, in a relaxed way, people could literally be put in the main character’s place.
The theater got crowded in all “Fat” presentations and success was so great that the play’s season had to be extended.
