Yesterday, November 30, Star Jones (Celebrity Apprentice), Kelly Rutherford (Gossip Girl), Ana Gasteyer (Saturday Night Live), Chita Rivera (Broadway Legend & 2009 Presidential Medal of Freedom recipient) & Joanna Lumley (Broadway's La Bete/Absolutely Fabulous) helped Duracell power the New Year by visiting the launch of the pop-up mobile Duracell Smart Power Lab to pedal Power Rovers that are collecting energy to power the iconic 2011 numerals on New Year's Eve. BroadwayWorld was on hand and brings you photo coverage below.
Duracell is using people power to illuminate the 2011 numerals in Times Square on New Year's Eve. New Yorkers and tourists alike have the chance to literally help power the 2011 numerals by visiting one of two Duracell Smart Power Lab locations, hopping aboard a Power Rover and pedaling. With each push of the pedal, human energy is captured, converted into usable power, and then routed and stored at Duracell Battery Centers. The journey will end at One Times Square, where the stored power will light up the 2011 numerals as the New Year's Eve Ball drops and the clock strikes midnight.
Past celebrity pedalers have included: Lady Gaga, Supermodel Gisele Bundchen, Liza Minnelli, Katie Couric, Kim and Kloe Kardashian, Gabourey Sidibe, and many more.
The Duracell Mobile Smart Power Lab pop-up will debut at the Champion Parking lot on the southeast corner of 46th street and 8th avenue.
The Duracell Power Rovers are also being featured at the Smart Power Lab installation at the Times Square Visitor Center, open November 30 through December 31 from 8 a.m. to 8 p.m., Monday through Friday, and 9 a.m. to 7 p.m. Saturday and Sunday.
The 2010 Duracell Power Rovers - the vehicles that will generate the power that will capture the power necessary to light the 2011 numerals on New Year's Eve. Star Jones, Kelly Rutherford, Bebe Neuwirth, Ana Gasteyer, Chita Rivera, Joanna Lumley, pedaled the Power Rovers Locals and tourists lined up to be among the first to pedal for power.
The Duracell Power Rovers utilize rotary generator technology. As consumers begin to pedal, energy is captured inside the power rover. The amount of energy captured is determined by the power and speed of the cycling. Duracell's capture and storage system is uniquely configured to save the energy generated while pedaling and convert it to stored power as it travels from the Duracell Smart Power Lab to the Duracell Battery Centers. The journey ends at One Times Square, where the stored power will light up the 2011 numerals as the New Year's Eve Ball drops and the clock strikes 12.
In addition to the opportunity to help light up the New Year, guests can recharge their mobile electronic devices - such as cell phones, BlackBerrys, digital cameras, iPods, MP3 players, portable gaming devices and more - at Duracell Charging Stations on the pop-up Mobile Smart Power Lab.
Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world's leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit www.duracell.com for more information, follow on Twitter.com/Duracell_Power, and like us on Facebook.com/Duracell.