Orlando Bloom and Condola Rashad in Romeo and Juliet
01/14/2014 at 12:20 PM EST
This Valentine's Day, why not offer your loved one a timeless Broadway romance – without ever leaving your neighborhood?
Content provider Screenvision and the new company BroadwayHD teamed up to record the recent Orlando Bloom
-led production of Romeo and Juliet
and broadcast it to movie theaters across the country.
Before it closed in December, high-definition cameras recorded the show on Nov. 27 at the Richard Rodgers Theatre under the direction of Emmy Award-winning Don Roy King. That recording – the first time in over 36 years Romeo and Juliet
had been on Broadway – will be available in more than 2,000 movie theaters in all 50 states from Feb. 13-19.
"It's so great to capture it because who knows when it will be on Broadway again," said Darryl Schaffer, an executive vice president at Screenvision. "It's just such a great production. We're excited to bring it to movie theaters."
Bloom made his Broadway debut as Romeo in director David Leveaux's revival of Shakespeare's classic tragedy opposite Condola Rashad, who has back-to-back Tony Award nominations for Stick Fly
and The Trip to Bountiful
Screenvision, which began broadcasting stage works in 2008, recommends individual ticket prices at $20, though each exhibiter can set its own price. The average ticket price on Broadway was $78, with a top premium ticket fetching $223.
The move is just the latest to seize on technological improvements and a willingness to let live shows be recorded, following in the pioneering digital footsteps of The Metropolitan Opera and London National Theatre's NT Live series.
Producers see such broadcasts as a win-win for everyone. Movie theaters get content for off-peak times, theatrical producers can see a new life for their work, and audiences who never got to see Broadway offerings can now catch shows for a fraction of the price.
"New York's got the greatest pool of talent in the world and not everybody gets to see that," said Stewart F. Lane, who co-founded BroadwayHD. "I am a theater person at heart and this I'm hoping will help bring theater into the 21st century."
Nine cameras situated in front-row seats or tucked around the stage captured an up-close Romeo and Juliet
over two performances in front of audiences. "It gives it a certain intimacy and urgency," Lane said. "What we've done here is create a whole new art form."
The show features Bloom roaring onto the stage on a Triumph motorcycle and has a set with huge pipes that spit fire and costumes that include knit caps, slip dresses and gray zip-up jackets. Reviews were poor and the show struggled at the box office.