Development The Onyx Hotel Tour

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the performance of shadow .


the show majorly inspired broadway musicals, focused on grand hotel, directed tommy tune , portrayed day in life of berlin grand hotel in 1928. spears said hotel theme inspired having traveled much, , merged onyx stone concept. tour described unique, mysterious hotel powered onyx stone, guests enter shine own light gemstone , make fantasies come life. s vibrant, whimsical place wondrous dreams realized, , darkest of secrets revealed . spears stated tour,



love audience walk out of auditorium feeling had magical experience of life. onyx stone kind of symbolic of guides me in life, there s bigger picture in everything, , there s guides need go, point point b .



kevin tancharoen chosen tour director. said development of tour, coming movie lovers background, wanted make seem film. little joel schumacher meets tim burton . further explained onyx stone symbolized untapped desire. stage less elaborate previous tour, dream within dream tour, no runway extended towards audience, in order keep show faithful new york theatre theme. there 3 video screens above stage. present several led columned-shaped video screens in stage. setlist composed songs in zone ( mornin , brave new girl being songs of album not on tour). other songs included boys , m slave 4 u, , overprotected britney (2001). included 3 of hits, ...baby 1 more time , (you drive me) crazy , oops!... did again , reworked elements of jazz , blues. promotional photos tour markus klinko , indrani. tour promoter clear channel entertainment marketed tour entirely different demographic previous tours, changing families , children more adult audience. show targeted gay market. promotional campaigns included flash animated e-mails targeted 2 million people fitted audience description. tour advertised in several radio stations , tv shows audiences, such o.c. mtv chosen tour sponsor. sponsorship extended advertisements in tickets , interactive promotions in mtv.com, such exclusive downloads, streaming video , ticket , merchandise auctions benefiting britney spears foundation. 3 episodes of trl dedicated behind-the-scenes special. vice president of music marketing , promotion joe armenia talked sponsorship,



there not many artists appeal every territory mtv channel, britney spears 1 of select few. have been waiting opportunity make global splash, , britney tour it. better part of rest of year, we’ll on road britney. more support we’ve ever given artist in u.s., let alone on world. love association britney; has been core part of channel , our fans love britney .









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