Reach4Entertainment has secured contracts to organise the opening night celebrations of two Broadway shows.
The newly-launched events division of the media and entertainment company will produce and design the red carpet and after-parties for the top theatre productions.
Tennessee Williams's Cat on a Hot Tin Roof, directed by Rob Ashford and starring Scarlett Johansson, Ciarn Hinds, Ben Walker and Debra Monk, on January 17th is first on the list.
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The second is Rodgers & Hammerstein's Cinderella with Laura Osnes, Santino Fontana, Victoria Clark and Harriet Harris, on March 3rd.
Executive Chairman of Reach4Entertainment, David Stoller, said the new division, known as ReachEvents, would bring new opportunities for the company.
"Our new events division not only broadens our current reach but also highlights the efforts we are making to grow revenues from complementary business areas," he said.
"Planning, organising and delivering events are a natural extension to r4e's current services. It's a matter of leveraging our existing contacts and providing additional services.
"It is very early days for reach4events, but the initial signs are encouraging. We're pleased to have secured our first contracts and have an exciting pipeline of possibilities. I am cautiously optimistic about the division's ability to make a contribution to the company's bottom line in the medium-term."
The division was launched in New York earliest this year. It focuses on organising parties and events on behalf of theatre and film producers and arts companies.
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