HMS Media scores record number of theatrical promo projects this year, including national tours

Business has never been better for HMS Media, the 20-year-old company that specializes in performance art video. “The economy has had so much fluctuation, but if anybody ever needs evidence that the show must go on, we’re it,” said HMS co-founder Scott Silberstein.

He estimated that by year’s end HMS will have completed jobs for 30 Broadway shows and 95 national tours.

“We never thought we’d crack the Broadway world ? word is that they have production companies out there,” Silberstein joked. But he said they were able to penetrate this market because “we’re theatre guys first.

“We aim to bring a theatrical sensibility to TV and video. We try to tell a story that’s very invitational and not just presentational.”

Through New York agency Serino Coyne, last week HMS shot a new TV spot for the local run of “Jersey Boys.” “We were at Navy Pier, Wrigley Field, all shapes and sizes of iconic Chicago locations, to show how much Chicago loves ?Jersey Boys,'” Silberstein said.

The spot hits the air later this month.

For the North American debut of “Dirty Dancing,” which premieres Sept. 28 at the Cadillac Palace, they’re creating 12 five-minute podcasts that will be released on iTunes to generate word-of-mouth for the show.

They’re shooting the promotional video for the new York run of run of “Equus” featuring “Harry Potter” star Daniel Radcliffe at the Broadhurst Theater, and the pre-Broadway run of “Shrek” in Seattle.