RIALTO CHATTER: 'Bellying Up to the Bdwy', Will 'ROCK' Start A Trend?

Bloomberg News has a very interesting article on the fact that "Rock of Ages" will offer the unusual perk of in-seat alcohol service during performances.

"Sometimes theater is perceived as something antiseptic," said Carl Levin to Bloomberg, a former Morgan Stanley investment banker and a lead producer of the off-Broadway transfer. "We find when you have drinking, people are more likely to sing along."

Wait service will be available in the orchestra and in boxes overhanging the stage. Bloomberg News looks into the options other Broadway shows now has now that "Rock of Ages" is breaking the beverage barrier of service during the actual show.

To read the full article on BloombergNews.com click here.

Previews begin tonight, Tuesday, March 17th at The Brooks Atkinson Theatre, 256 W. 47th Street. Opening night is set for Tuesday, April 7, 2009. The extra "party perks" are revealed below.

VIP GREEN ROOM BOX ($295.00 for 4 tickets)
Party the night away in the best 'see & be seen' seats in the house. This ultimate party package includes four cushy seats to the show located in one of only four mezzanine boxes, and includes your own waiter.

PREMIUM SEATS (Ticket Range $135.00 - 175.00)
A premium ticket at ROCK OF AGES actually gets you something more than nifty aisle seats; you also get waitress service and access to the VIP Mezzanine Lounge starting one-hour before curtain.

DRINK SERVICE (For all orchestra ticket holders)
Come one, come all. Starting 30 minutes before every show and during intermission, audience members seated in the orchestra will be able to buy color-coded drink chips (to eliminate money exchange/ credit card transactions during the show) from one of the several waiters disbursed throughout the orchestra or at the bar. The chips can then be redeemed during the show, from your seat, for the drink of your choice. While the show is playing (and if you have not purchased any drink chips or are seated in the mezzanine), drinks may be purchased at the bar and can then be taken back to your seat.

The show is described as, "in 1987 on the Sunset Strip, a small town girl met a big city rocker and in LA's most famous rock club, they fell in love to the greatest songs of the '80s. It's ROCK OF AGES, an arena-rock love story starring Constantine Maroulis ('American Idol", The Wedding Singer) told through the mind-blowing, face-melting hits of Journey, Bon Jovi, Styx, Reo Speedwagon, Pat Benatar, Foreigner, Twisted Sister, Poison, Asia, Whitesnake and many more. Don't miss this awesomely good time about dreaming big, playing loud and partying on.

The show is written by Chris D'Arienzo (writer and director of the upcoming film Barry Munday), directed by Kristin Hanggi (Bare, Pussycat Dolls on the Sunset Strip) and choreographed by Kelly Devine (Jersey Boys - Associate Choreographer).