Broadway now has its own credit card. The piece of show business plastic is the creation of The League of American Theatres and Producers, the trade organization of theatrical producers and theatre owners. The card, which will bear the league's "Live Broadway" logo, will be a platinum Visa card, and is being offered jointly by the league and First USA Bank, a subsidiary of the Banc One Corporation.
Applicants calling (877) 677-SHOW (7469) will receive, for a limited time, a free, framed and signed Rent poster.
Consumers using the card will receive points toward Broadway tickets, backstage tours and memorabilia.
The credit card is the latest in a series of efforts made by the League to promote Broadway as a brand name. Over the past year, the organization, in addition to creating the "Live Broadway" logo, has signed up Continental Airlines as the first corporate sponsor of Broadway and Schweppes as "the exclusive tonic and mixer of Live Broadway," and has established a toll-free information line -- (888) 411-BWAY (2929) outside New York the number is (212) 302-4111. First USA will send out a direct mailing to more than a million people next week. The names are being provided by the league's 500 members in 90 cities. Applications will also be placed in the new Times Square Visitors Center, which will open in August.
-- By Robert Simonson