From the Heavens to Broadway to the Internet
Convergence Design Agency Congratulates Metamorphoses on Award Winning Broadway Theatrical Run
New York, NY, February 16, 2003 - Swandivedigital today congratulated the Cast, Crew and Producers of Metamorphoses on the completion of their Tony award winning theatrical run at Broadway's Circle in the Square Theatre in New York City.
In advance of the play's opening on March 4. 2002, swandivedigital worked with the play's producers to capture the sublime, fluid feel of the performance in an online format. "We wanted to do more than give visitors to the site basic ticket and play information. By teasing casual visitors to the site with an aesthetic, dreamy ambience, we wanted them to understand that this is a gorgeous, 'must-see' production" said swandivedigital Principal and Creative Director Brian Reisinger.
The site, still viewable online at www.metamorphosesonbroadway.com (flash no longer active -- view), features a rich-media introduction that set the tone for the performance with drifting blue clouds, a shape-shifting logo, and hauntingly beautiful music from the production. Within the site, visitors can read synopses of the Ovid myths that the play dramatized, learn about the cast and creators, and view photographs of the production. Swandivedigital has also created an online mailing list and integrated ticket-purchasing information into the site.
"Swandivedigital's site echoed the poetic essence of the play," said Elan McAllister, one of the Metamorphoses producers, "This is an easy to use and engaging site that effectively integrated with our offline marketing and branding efforts; and it generated substantial ticket sales that more than paid for the cost of the online effort. We couldn't have been more pleased."
Along with the music, travel, computer and other select industries, theater and film have greatly benefited from the advent of electronic purchasing. Typically 25-30% of theatergoers buy their tickets online. A number that "will only increase," said Reisinger. "Broadway Producers are coming to understand that the buzz-creating and revenue generating potential of the Internet is enormous."
In 2002, the critically acclaimed Metamorphoses was nominated for three Tony awards including Best Play, Best Direction and Best Scenic Design, winning the top nod for Best Direction. Additionally, the play was the recipient of four Drama Desk awards (Best Play, Best Director, Best Lighting Design, Best Music); won the Outer Critics Circle Award for Best Direction; and took in top honors for Distinguished Production of a new play by the Drama League. The play completed its Broadway theatrical run on February 16, 2003
Swandivedigital (www.swandive.com) is a next-wave convergence design and marketing communications agency specializing in brand conception and evolution, interactive design, and integrated marketing materials for online and offline campaigns. Swandivedigital's clients include emerging businesses seeking a distinct look, existing companies looking to "graduate" to the next level, and Fortune 500 companies with unique goals.
The swandivedigital mission: "Great design... on purpose" is based on the agency's belief that good design is fundamentally about effective communication - the intentional structuring of clear, aesthetically appropriate, persuasive visual and editorial messages to successfully advance social, personal or business goals.
For more information, please contact:
Raphie Frank, Senior Producer | 917.202.2610
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