updated 01/14/2014 AT 12:20 PM ET
•originally published 01/14/2014 AT 1:00 PM ET
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.