The Story

Broadway is back, and we were thrilled to help raise the curtain. IDEKO partnered with Playbill, the Times Square Alliance, The Broadway League, and Prudential to present "Curtains Up!", a three-day outdoor experience in Times Square, sponsored in part by Lexus, Netflix, United Airlines with additional support by Audible. This event celebrated the post-pandemic return of Broadway through three days of performances from over a hundred Broadway and performing artists across two stages, a large main stage located in Duffy Square and a second smaller, more intimate cabaret-style Piano stage south of 46th Street.

 In addition to the performance spaces, we activated four additional touchpoints for guests. Guests entering from 48th street were greeted by a large, custom-branded Playbill Store Tent. This Playbill Store Tent drew guests to purchase items from their favorite shows onsite and directed them online to an even more extensive inventory. As they headed south, they were able to interact with Netflix's "Give Your Regards to Broadway" wall, a Twitter Wall experience where guests could tweet their admiration for Broadway and celebrate its return. It also showcased the trailer for the newest all-musical season of Dear White People. 

We had two experiential activations on the south side of the event, as well. The Prudential "AR Experience" allowed participants to create Snapchat-esque filters on their photos and post them to a large LED screen made to look like a theatrical proscenium. This mosaic of photos alternated with Prudential's new Curtain Up Broadway campaign commercial. Finally, we created a custom 26'W x 10'D x 10'H faux theater with a marquee that allowed users to "Light the Way to Broadway." When users scanned a QR code and entered their names, it would populate on the screens, thanking them for participating while simultaneously causing the lights on the marquee to flash and chase. Prudential donated $1 for every participant to local performing arts charities.

Our Role

• Event Production

  • Audio

  • Staging

  • Power

  • Site Planning

  • Logistics

• Creative

• Scenic Fabrication

• Permitting

All labor was sourced to include Brand Ambassadors and worked with multiple IATSE unions, including Locals 1, 100, and 306.