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The next time your cell phone rings, it might be Stew.
Send a text to a number posted on ads for the new Broadway tuner "Passing Strange," and the star and creator of the show, Stew--or at least a recording of him--will call you back, play you a snippet of music from the production and then offer to connect you to Telecharge if you like what you hear.
That's just the tip of the mobile-marketing iceberg.
With cell phones nearly omnipresent and rapidly evolving, even the notoriously old-fashioned theater community is looking to get in on the mobile movement.
"2008 really seems to be the year that it's starting to catch on with theater," says David Wachs, prexy of Cellit Mobile Marketing, which has worked with legit productions including Blue Man Group, "Legally Blonde," "Monty Python's Spamalot" and "Curtains."
Current Broadway efforts are largely centered on in-theater interactions that mainly reap word-of-mouth benefits, but …