Order Up! Catch MAMA at Waitress Tribeca Film Premiere in Times Square

theatreMAMA’s Waitress, the Musical Experiential Marketing Street Team in Times Square.

The Tribeca Film Festival premiere of Waitress, the Musical – Live on Broadway! will screen at 7:30 p.m tonight, Monday, June 12, at both the BMCC Theatre and in Times Square via TSX Entertainment’s 18,000-square-foot digital screen.

With a little help from the TSX app, the public will be able to watch Waitress, the Musical – Live on Broadway! in the middle of Times Square on the corner of 47th street and 7th avenue. Beginning at 6:30 p.m., attendees can claim one of the 300 available seats on a first come, first served basis. Brand Ambassadors from theatreMAMA will be there (dressed in our best Waitress-inspired attire) to help film-goers download the TSX app which will broadcast the film’s audio. In lieu of competing with the notorious noise pollution in Times Square, attendees will access the audio for Waitress, the Musical – Live on Broadway! from their own headphones and personal devices via the TSX app.

The Times Square screening of Waitress, the Musical – Live on Broadway! marks the first-ever viewing of a Tribeca Film Festival feature in Times Square. Times Square attendees will view a live broadcast from the festival premiere that will include Sara Bareillis introducing the film and a live performance from the grammy-winning artist immediately following the screening.

Waitress, the Musical – Live on Broadway! captures the 2021 return engagement of Waitress, the Musical on Broadway and stars Sara Bareillis, Charity Angél Dawson, Caitlin Houlahan, Drew Gehling, Dakin Matthews, Eric Anderson, Joe Tippett and Christopher Fitzgerald.

Our Waitress Street Team can’t wait to visit the diner once again! We’ve truly missed bringing a bit of Waitress to the patrons of Times Square after wrapping our Experiential Marketing campaign when the show closed on Broadway. We are ready to help make tonight’s premiere of Waitress, the Musical – Live on Broadway! as sweet as Jenna’s “deep dish blueberry bacon” pie!

Tips for attending Waitress, the Musical – Live on Broadway! in Times Square:

Arrive early to get seats. Attendees can arrive up to an hour prior to the 7:30 p.m. screening.
This outdoor event is rain or shine. Please prepare for the possibility of inclement weather.
Bring your phone and headphones so that you are able to access the film's audio via the TSX app.
Be sure to fully charge your phone so you can download the TSX app and access the audio for “Waitress, the Musical – Live on Broadway!” uninterrupted.
If you need help downloading the TSX app, find one of our Waitress Brand Ambassadors! We will be the team dressed in Waitress aprons and ready to assist you!

Will You Accept This Rose? Our Latest Experiential Marketing Activation Sent ‘Bachelors’ To Charm Times Square and Promote Sling TV

If you were in the Times Square area yesterday morning, there’s a good chance you encountered a group of seven handsome men, dressed to the nines, handing out long stem roses ( a la ABC’s “The Bachelor”) to NYC residents, commuters and tourists. You may have also picked up a Sling TV swag bag from a genial Brand Ambassador. If so, you walked right into theatreMAMA’s latest experiential marketing campaign.

Seven men sporting Tuxedos from SuitShop and offering free roses to passersby in Times Square is a sure way to create buzz in the area! That was the intention behind our brand new living media campaign to promote Sling TV, an American streaming television service that helps customers cut the cord from expensive cable subscriptions and replace them with low-cost, streaming TV services. We wanted to create buzz – a memorable moment of surprise and joy – on an otherwise typical Monday morning. Shared experiences and memorable interactions are the (not so) secret sauce of experiential marketing success, and this activation did just that!

theatreMAMA’s Chelsea Logan and “The Broadway Show” production team at Chicago The Musical’s Ambassador Theatre.

This week, Chicago Dance Mob member Chelsea Logan was interviewed by Perry Sook to be featured on an upcoming segment of Broadway.Com’s "The Broadway Show", hosted by Emmy Award-winning journalist Tamsen Fadal. The segment will be part of a series showcasing what makes the Broadway industry run.

Sugar, Butter, Farewell! As Waitress Takes Its Final Bow on Broadway, theatreMAMA Closes Up Shop On This Promotion

Combine equal parts theatreMAMA and Waitress the Musical, add one brilliant soundtrack(by the incredibly talented Sara Bareilles), sprinkle with sweet-as-pie Ambassadors, top it all off with an EPIC pie hat...and you’ve got a recipe that’s baked to perfection! Waitress is near and dear to our hearts, especially since we’ve been in partnership with the musical since the very beginning! We started this promotion at the Brooks Atkinson box office over three years ago when Waitress opened on Broadway and have enjoyed every sugar-filled second of promoting this wonderful show!

Waitress the Musical has taught us that “Everything Changes,” so even though we’ll be hanging up our aprons and putting away our pie hats, marketing this special show will remain in our hearts forever. theatreMAMA is grateful for every second we spent working with Waitress and what better way to show how much this musical matters to us than in the form of a love letter?

Dear Waitress,

Thank you for all the beautiful, magical, pie-filled memories! From launching our Waitress street team in Times Square on Day 1,

To handing out delicious Pies-In-A-Jar at the Box Office when you opened,

To catching the attention of patrons in Times Square with our FABULOUS pie hats and custom designed costumes,

To pushing day of sales by interacting with Broadway-lovers waiting in line at TKTS,

To surprising those same TKTS patrons with a free Pie,

To the millions of people who couldn’t help but sing the soundtrack along with us (Did you know over 330,000 people come through Times Square every day?! That’s 50 million visitors annually, who all got a chance to see our amazing team!),

To the seeing-impaired 12 year-old Waitress super-fan who cried tears of joy when she got to feel one of our Ambassador’s pie hats before heading to the matinee, (there’s no picture of this unforgettable memory, but it will live in our hearts forever!)

To all the lives changed, made better, and made sweeter because of this incredible show!

We love you, Waitress!! This has been one extraordinary (and delicious!) journey that will remain baked in our hearts forever!

Love,

MAMA

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Waitress the Musical on Broadway Street Team with theatreMAMA

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