Situation Interactive Brings Broadway’s HAIR: The American Tribal Love-Rock Musical Online

New York – March 4, 2009 – Situation Interactive (www.situationinteractive.com) the leading interactive agency for premiere live events, today announced the launch of its HAIR: The American Tribal Love-Rock Musical web initiative in support of the Broadway musical. The online experience utilizes all that’s exciting and fun about web 2.0 technology, allowing Broadway fans intimate access to the energetic young cast, video streams, blogging and the ability to become part of the ‘tribe’ (an online community for polling and sharing).

“The story behind HAIR is such a timeless powerful one; people coming together to share beliefs, opinions and views, we wanted to capture the essence of the show in a new energetic way that carried the sense of community and interaction through the mediums of today,” said Damian Bazadona, president and founder, Situation Interactive. “We wanted to provide an innovative interactive experience that offered fans a wealth of options for becoming part of the movement and experience.”

A few of the sites’ most compelling and innovative features are the ‘Be Part of the Movement’ section as well as - the video blogs and bios created by the cast - all centering on connecting, sharing and creating an experience beyond the actual live event, through technology.

The Be Part of the Movement section of the site allows fans to build a profile, create polls and share opinions and beliefs with other likeminded fans. “We wanted to create an environment where consumers could really voice their opinions on various topics and find others to share with. The problem with online, is that people often view it as impersonal – we brought back the personal experience – by allowing people to be part of a tribe,” said Chris Powers, creative director, Situation Interactive.

The show site includes direct links to the favorite social network communities of today, including Facebook, MySpace and Twitter, with original content being provided to Twitter, blogs and videos directly from the cast. To make the experience seamless and give fans access like never before, the Situation team outfitted three cast members with personal video cameras allowing them to chronicle their HAIR experience and share it online – bringing a new reality and insiders look at the ‘making of’ and personalities behind a major Broadway production.

“It was important to us to be able to provide a truly transparent, yet interactive experience for fans. We wanted there to be so much to do and experience through the site that fans felt part of the ‘Tribe’ and movement,” said Powers.

In anticipation for the new show, beginning previews on Broadway March 6th, 2009 and opening March 31, 2009 at the Al Hirschfeld Theatre (302 West 45th Street), fans can now access the site at www.HAIRbroadway.com , get to know the cast, share with fans and become part of the movement.

About HAIR: THE AMERICAN TRIBAL LOVE-ROCK MUSICAL
After a smash-hit run at Central Park’s Delacorte Theater last summer, HAIR: The American Tribal Love-Rock Musical returns to Broadway for the first time in over 30 years. The story of a group of young Americans searching for love and peace during the Vietnam era, is a timeless portrait of a movement that changed the world. Its groundbreaking rock score paved the way for some of the greatest musicals of our time. Now, the “Age of Aquarius” dawns again in this jubilant new production directed by Diane Paulus, with choreography by Karole Armitage. HAIR: The American Tribal Love-Rock Musical features a book and lyrics by Gerome Ragni and James Rado, and music by Galt MacDermot.

The full cast of HAIR includes Sasha Allen, Ato Blankson-Wood, Steel Burkhardt, Jackie Burns, Briana Carlson-Goodman, Allison Case, Gavin Creel, Lauren Elder, Allison Guinn, Chasten Harmon, Anthony Hollock, Jay Armstrong Johnson, Kaitlin Kiyan, Andrew Kober, Josh Lamon, Megan Lawrence, Caissie Levy, Nicole Lewis, Ryan Link, John Moauro, Darius Nichols, Brandon Pearson, Paris Remillard, Megan Reinking, Bryce Ryness, Michael James Scott, Saycon Sengbloh, Maya Sharpe, Kacie Sheik, Theo Stockman, Will Swenson and Tommar Wilson.

The creative team also includes Scott Pask (scenic design), Michael McDonald (costume design), Kevin Adams (lighting design) and Acme Sound Partners (sound design).

Tickets for HAIR (starting at $37.00) are available via Telecharge.com , by calling (212) 239-6200 or by visiting the Hirschfeld Box Office (302 West 45th St.). The schedule is as follows: Tuesday at 7 p.m., Wednesday – Friday at 8 p.m., Saturday at 2 and 8 p.m., Sunday at 2 and 7:30 p.m.

About Situation Interactive
Situation is the leading interactive agency for premiere live entertainment clients. Situation works with live entertainment brands worldwide including theatrical, sports and music industry clients to create comprehensive interactive marketing campaigns for both online and mobile platforms. With offices in New York and Las Vegas, the company has delivered industry leading programs for some of the biggest names in live events, including Disney, Universal, Blue Man Group, US Open, and more.


Media Contacts:
Michelle Van Jura
PH: 646-781-9323
mvj@intersectcom.com

HAIR Press Inquiries:
O&M Co. / Ph: 212-695-7400
Rick Miramontez: rick@oandmco.com
Molly Barnett: molly@oandmco.com
Philip Carrubba: philip@oandmco.com
Elizabeth Wagner: elizabeth@oandmco.com

Contact Information

Michelle Van Jura

PR

Intersect Communications

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