Scene4 Magazine | Qué Pasa

How does Goodspeed Musicals generate ticket sales for an exciting stage musical full of tapping chorus girls? They call Cinevative. Combining CG and live action, Cinevative has created another thrilling promotional television spot for Goodspeed Musicals's upcoming run of 42nd Street. The famed and familiar musical revolves around director Julian Marsh and his efforts to stage a spectacular musical in the midst of the Great Depression. With vivacious music by Harry Warren, romantic flings, and of course, a chorus line of dancing girls, 42nd Street lent itself well to the stylings of Cinevative's creative director, Mark Ciglar. Ciglar used 2D and 3D animation to bring the "bright lights, big city" feel of Broadway to the to the spot by multiplying two tap dancers, shot against green screen into a full chorus line. Goodspeed's Marketing Director Dan McMahon said "it was a stretch for my budget to move into the world of 3D animation, but the results have been well worth it." "It's this kind of creative production technology that allows us to produce a spot that generates increased ticket sales within a few weeks of pitching the concept," said Ciglar. "That's the real value for performance arts marketers." One of the most significant musical theatre companies in the United States, Goodspeed is a perfect example of how this kind of advertising is so effective in the world of performing arts. Cinevative shot the live action footage with the Panasonic AG-HVX200A outfitted with P2 cards. The 3D elements were rendered in Cinema 4D and composited in After Effects. Magic Bullet Suite was used to finish the stylized look of the period. Post production was completed on an 8-core Power Macs with AJA Kona cards. The spot will run throughout April 2009.