Mirvish Productions and Toronto's Sony Centre Partner to Co-Promote and Co-Present Work

News   Mirvish Productions and Toronto's Sony Centre Partner to Co-Promote and Co-Present Work Mirvish Productions, Canada's largest commercial theatrical producing company, and the Sony Centre for the Performing Arts, Toronto's largest theatre and a presenter of eclectic work for a diverse community, will partner for the benefit of mutual promotional and programming opportunities.

The partnership was announced Nov. 22. Tickets to Sony Centre shows will be made available to Mirvish subscribers at special prices and, when available, on a priority basis. The Mirvish subscription season is the most popular theatre subscription in Canada.

Mirvish Productions will also co-present shows at the 3,200-seat Centre and "have access to program shows appropriate to the venue."

For example, if a major musical cannot play a Mirvish venue (the Royal Alex, the Princess of Wales, among others) due to a conflicting booking, it might find its way to the Sony Centre. Shows at the not-for-profit Sony Centre usually play several days, and cater to a multicultural community.

"Our mandate is to find the best programming from around the world that speaks to as many of Toronto's 232 cultures as possible," Dan Brambilla, CEO of the Sony Centre, said in a statement. "At the same time we are fostering cross cultural understanding by encouraging all of our diverse citizens to experience performances from outside their culture. To succeed at this enormous task, we are excited to be able to add the marketing strength of the Mirvish organization."

David Mirvish stated, "We are thrilled to play a role in helping the Sony Centre promote its unique shows to a wider audience." Brambilla added, "We are thankful that the Mirvish Organization supports not only our undertaking to present diverse programming, but also our outreach to the youth of Toronto, which of course crosses over all of our wonderful cultures. I am so looking forward to being able to increase our efforts, now that David has put the strength of his organization behind this vision."

Visit sonycentre.ca or mirvish.com.

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