IT'S ONLY A PLAY to Take Over Times Square Billboard with Social Media Initiative

Producers Tom Kirdahy, Roy Furman, and Ken Davenport announced today that in celebration of Opening Night of It's Only a Play, the production will be featured on Branded Cities' stunning digital Times Square billboard on the Thomson Reuters building. From 5:30PM - 10:30PM EST, the billboard will feature innovative Broadway audience engagement by live-streaming select selfies and photos taken by fans of the production that night, and using the hashtag: #ItsOnlyASelfie.

The star-studded Broadway production of the backstage comedy It's Only A Play, by 4-time Tony Award winner Terrence McNally, is now in performances at Broadway's Gerald Schoenfeld Theatre (236 West 45th Street) with an opening night set for Thursday, October 9, 2014. Academy Award winner F. Murray Abraham, Tony Award winner Matthew Broderick, Emmy and Tony Award winner Stockard Channing, international film sensation Rupert Grint, Tony Award winner Nathan Lane, Emmy Award winner Megan Mullally, and newcomer Micah Stock star in It's Only a Play. 3-time Tony Award winner Jack O'Brien directs. For more information, please visit www.ItsOnlyAPlay.com.

In It's Only A Play, it's opening night of Peter Austin's (Matthew Broderick) new play as he anxiously awaits to see if his show is a hit. With his career on the line, he shares his big First Night with his best friend, a television star (Nathan Lane), his fledgling producer (Megan Mullally), his erratic leading lady (Stockard Channing), his wunderkind director (Rupert Grint), an infamous drama critic (F. Murray Abraham), and a fresh-off-the-bus coat check attendant (Micah Stock) on his first night in Manhattan. It's alternately raucous, ridiculous and tender - and proves that sometimes the biggest laughs happen offstage.

Mr. McNally-a four-time Tony Award winning playwright-recently celebrated the premiere of his 20th Broadway production, Mothers and Sons, which marks his 50th year on Broadway. Mothers and Sons, which was nominated for Best Play at the 2014 Tony Awards, ended its celebrated Broadway run June 22, 2014 at the Golden Theatre and will be seen in more than twenty countries next year.

The design team for It's Only A Play includes scenic design by Tony winner Scott Pask, costume design by Academy Award and Tony winner Ann Roth, lighting design by Philip Rosenberg, and sound design by Fitz Patton.

Tickets are available by visiting the Schoenfeld Theatre box office Monday - Saturday, 10am - 8pm (also Sundays, beginning August 31st); or online at Telecharge.com. For groups of 20 or more, call 855-329-2932. A limited number of $37.00 student rush tickets will be made available during previews, now through October 8th. These tickets must be purchased day-of, in person at the box office and are subject to availability. Valid student photo I.D. will be required, and patrons are limited to one ticket per performance.

It's Only A Play is produced on Broadway by Tom Kirdahy, Roy Furman, Ken Davenport, Hunter Arnold, Morris Berchard and Susan Dietz, Caiola Productions, Carl Daikeler, Jim Fantaci, Wendy Federman, Barbara Freitag and Loraine Alterman Boyle, Hugh Hayes, Jim Herbert, Ricardo F. Hornos, Stephanie Kramer, LAMS Productions, Scott Landis, Mark Lee and Ed Filipowski, Harold Newman, Roy Putrino, Sanford Robertson, Tom Smedes and Peter Stern, and Brian Cromwell Smith.