I give up.
I've tried my best here and here to call attention to the lack of courtesy shown by certain audience members in observing appropriate theatre etiquette only to be outdone by Spring Awakening's consumer marketing to its own audience members via cell phone text messaging.
Seems they have a contest that requires audience members to text message their vital information prior to the close of intermission with winners being notified immediately after the show. My guess is that many of those participating will fail to turn off their cell phones during the pivotal second act.
As evidenced by this morning's Andrew Adam Newman story in The New York Times, producers appear to be throwing in the towel by encouraging use of text messaging for their own bottom line. Jujamcyn vice president Jordan Roth is quoted as saying, "Most producers now are really looking for new ways to communicate with our audience....[O]ur goal is to expand what we’re doing to many shows...Will it interfere with the show? Yeah, that is one of the things that is open for discussion."
OK, Mr. Roth. If you're open to discussion, please note I don't want to hear anyone's cell phone going off just so you can market to them, regardless of whether it's for your show or not. The only way I want a show to communicate with me during a show is to let the performance speak for itself.
This is Steve On Broadway (SOB).
Rat Patrol: Coming To A Theatre Near You? (May 30, 2007)
Theatre Etiquette, Part Two (May 1, 2007)
Theatre Etiquette, Part One (November 30, 2007)