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Edition: U.S. Article Comments (0) Follow Reuters Facebook Twitter RSS YouTube Read Roadside clue becomes focus of Holly Bobo search 1:09pm EDT Iran says it has detected second cyber attack 5:55am EDT Five women brutally murdered in Mexico beach resort 23 Apr 2011 REFILE-GLOBAL MARKETS-Silver slide boosts dollar, drags on oil 1:31pm EDT "Water for Elephants" a lost opportunity 8:19am EDT Discussed 134 Texas governor calls for prayers for rain 133 Obama sees no magic bullet to push down gas prices 64 U.S. sends drones to Libya as battle rages for Misrata Watched NATO jets bomb Gaddafi compound 6:27am EDT Gunfire and tanks in Syria Sun, Apr 24 2011 Chernobyl Legacy 6:24am EDT Broadway expands its stage with movie theater shows Tweet Share this By Frank Scheck NEW YORK (Reuters) - If you can't come to Broadway, Broadway is going to come to you. That's the philosophy behind the upcoming nationwide movie theater showings of two current Broadway shows -- Tony Award-winning musical "Memphis,"... Email Print Related News Store says no "pay later" deal with Lohan on necklace Fri, Apr 22 2011 Special Report: From Hannibal Lecter to Bernie Madoff Wed, Apr 20 2011 Royal Wedding to be streamed live on internet Tue, Apr 19 2011 Top 10 U.S. tax refund destinations Fri, Apr 15 2011 RIM's email-less PlayBook gets tough reviews Fri, Apr 15 2011 Analysis & Opinion Travel without the budget From a notebook to launching a startup Related Topics Entertainment » Fashion » Arts » Cast members of the play ''Memphis'' perform after they won Best Musical at the American Theatre Wing's 64th annual Tony Awards ceremony in New York, June 13, 2010. Credit: Reuters/Gary Hershorn By Frank Scheck NEW YORK | Mon Apr 25, 2011 2:36pm EDT NEW YORK (Reuters) - If you can't come to Broadway, Broadway is going to come to you. That's the philosophy behind the upcoming nationwide movie theater showings of two current Broadway shows -- Tony Award-winning musical "Memphis," and "The Importance of Being Earnest," the Roundabout Theater Company's acclaimed revival of the Oscar Wilde classic play starring British actor Brian Bedford. Although the concept has been around for a while, it has taken off in recent years thanks to the number of movie theaters equipped to show high-definition video and keen for alternative content. Following the success of broadcasts of the London National Theatre's "NT Live" and the Metropolitan Opera's "Live in HD," the new offerings mark the first time that Broadway shows will be made available in movie theaters while still enjoying successful theatrical runs. "Memphis" producers Sue Frost and Randy Adams are unconcerned about the possibility of the broadcasts cannibalizing ticket sales for either the Broadway production or the upcoming national tour. "We thought it would be a great marketing tool, particularly for the road, and we were enamored of the idea of capturing the original company," Frost told Reuters. Adams pointed to the success of Hollywood versions of stage shows like "Chicago" and "Phantom of the Opera." "It didn't hurt those (theater) sales at all. If anything, it revitalized them. These days, people tend to go to what's familiar. So I think the more familiar people are with 'Memphis' and its brand, they more likely they are to actually attend the show," he said. "Memphis" is due to land on 600 screens around the United States for four showings between April 28 and May 3 at a recommended ticket price of $20 -- a bargain compared to about $130 for a top seat on Broadway. Filmed with multiple cameras placed in strategic locations so as not to interfere with the enjoyment of live audiences, the broadcasts approximate the experience of seeing the shows in the theater, with the added benefit of close-ups that essentially give viewers the best seats in the house. Bruce Brandwen, the founder and CEO of Broadway Worldwide, which is producing "Memphis," for movie theaters, pioneered the concept in the 1990s with such shows as "Smokey Joe's Cafe" and "Jekyll & Hyde." Brandwen declined to detail the cost of recording and capturing "Memphis" for broadcast. But he said the process can range from $2-$4 million, depending on the number of stagehands, musicians and performers involved. Several public performances of "Memphis" were shot in high definition, with the results edited for the upcoming broadcast. The Roundabout took a different tack with "Earnest," which will be screened not only nationwide but also internationally beginning on June 2 and continuing on various dates through June 28. Three performances were filmed before live audiences, with one unedited version eventually chosen for the broadcast. Roundabout's managing director Harold Wolpert said the goal of the project was to "make our work as accessible as possible to as many people as possible." He said "Earnest" was chosen as the company's inaugural effort largely because of a grant from a well-heeled funder-- a huge fan of stage veteran Bedford, and the production -- who paid all of the out-of-pocket expenses. "We do feel that when people see it that it will translate well," Wolpert said of "Earnest." "That's very, very important to us. Our bottom line is not just financial, but aesthetic as well." (Editing by Jill Serjeant) Entertainment Fashion Arts Tweet this Share this Link this Digg this Email Reprints We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language, all capital letters or appear to be spam, and we review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. Comments (0) Be the first to comment on reuters.com. Add yours using the box above. 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