“Rock of Ages,” the Off Broadway tuner that draws its score from a variety of 1980s rock hits, will jump to Broadway in the spring with a reduced pricing plan and in-seat cocktail service.
Show will sit out the industrywide January doldrums by shuttering at Off Broadway’s New World Stages Jan. 4, then begin Rialto perfs at the Brooks Atkinson Theater in March.
As many producers tout discounted tickets to encourage legit biz in what’s shaping up to be a particularly chilly winter, “Rock” arrives on Broadway with lower-than-usual pricetags already in place.
Tickets for the Rialto incarnation of the tuner will range from $46.50 to $99, with a top ticket price of $89 on weeknights and $99 for weekend perfs. (Most musicals on the Main Stem top out at around $120; “Billy Elliot” stretches up to $135.)
The Off Broadway production of “Rock” encourages a party vibe by allowing the crowd to bring drinks to their seats. (It’s original incarnation in Hollywood was in a nightbclub.) Producers aim to offer in-seat cocktail service at the Brooks Atkinson, turning the theater into the only Broadway venue to do so.
Landlord the Nederlander Org has OK’d the plan, but the exact logistics have yet to be determined.
The show’s Off Broadway cast includes Constantine Maroulis, Will Swenson and Kelli Barrett. Producer Matt Weaver expects the ensemble to remain largely the same, although Swenson is still deciding between “Rock” and “Hair,” another Off Broadway production getting a Broadway run next spring.
Weaver said capitalization costs for the transfer haven’t been nailed down yet, but the current production, sizable by Off Broadway standards, will fit with little tweaking into its Broadway space.
Book of “Rock” is penned by Chris D’Arienzo, who also has been tapped by New Line Cinema to write and direct a movie version of the musical. Plot centers on a young couple on the L.A. music scene who must overcome the obstacles of the rock ‘n’ roll lifestyle in order to be together.
Show incorporates familiar tunes from acts including Journey, Bon Jovi, Pat Benatar, Twisted Sister and Whitesnake. Kristin Hanggi (“Bare”) helms “Rock,” which has choreography by Kelly Devine.
Design team includes Beowulf Borritt (sets), Gregory Gale (costumes), Jason Lyons (lights) and Walter Trarbach (sound).
Weaver produces with Carl Levin, Jeff Davis, Scott Prisand and Corner Store Fund I in association with Janet Billig Rich, Hillary Weaver, Stefany and Simon Bergson, Charles Rolecek, Susanne Brook, Barry Habib, Israel Wolfson, Jennifer Maloney and Prospect Pictures.
“Rock” begins Broadway previews March 20 ahead of an April 7 opening.