Lured by Gotham’s 30% production credit, Santa Monica-based digital production and design studio Big Block is making a major expansion to New York, launching two new divisions in the process and branching out into live theater.

New division Big Block Entertainment Group, is producing for Broadway and other stages, feature films and TV. The group recently revived Off Broadway musical “Inappropriate,” which is now at the Odyssey Theater in L.A. and eying a move to New York. It has also acquired the rights to the musical version of “Heathers,” now running in Los Angeles and targeting a spring opening in Gotham.

“Live theater is new for Big Block, but not new for the people we have on our team,” said Big Block president Scott Benson. “Scott Prisand is our lead producer and he has been involved in quite a bit of live theater over the years.” Prisand’s Broadway credits include  “Grace,” “Rock of Ages” and “Legally Blonde.” He also worked on the film version of “Rock of Ages,” as well as a number of other pics.

“Inappropriate” uses projected digital graphics, and “Heathers” may also use digital graphics and projections in its design. “We expect to see much more significant digital elements in our future productions,” Benson said.

“Our primary aim is to find entertaining properties that fill an unmet need in the market,” he added. “As a secondary element, when needed we will supply the digital design work.”

Big Block Live will continue work in branded content, live action production and design, as well serve as the Gotham interface for Big Block Design Group and studio’s VFX, digital intermediate and finishing services in Santa Monica. In addition, the new branch will sign and represent its own roster of directorial talent.

Mary Crosse will head Big Block Live. Most recently an executive producer for NYC-based digital studio Click 3X, she launched their live action division and established the first roster of directors.

Big Block Television also operates under the BBEG banner and specializes in unscripted and alternative programming. Billy Cooper and Andrew Greenberger serve as heads.

Big Block is a division of Big Block Media Holdings.