“The Book of Mormon,” the Tony Award-winning musical from the creators of "South Park" and "Avenue Q," is sharing the Playbill with Church of Jesus Christ of Latter-Day Saints.
The church has purchased three full-pages ads in the Playbills for the touring production, currently in Los Angeles at the Pantages Theatre. The published rate for a one-time full-page, four-color ad for the west coast market is $27,416.
The ads feature close
-up portraits of smiling faces and bold text: “I’ve read the book,” “The book is always better,” “You’ve seen the play. Now read the book.”
"Patrons of the musical aren't likely to leave the theater with a better understanding of the Book of Mormon," a church representative told TheWrap.