Broadway's "Legally Blonde The Musical" and Blue Man Group are using the mobile channel on a nightly basis in-venue to help build their fan club lists.

Cellit Mobile Marketing is working with the productions to get theatre-goers to text in their email addresses. The email addresses are later used for alerts and special offers.

"This is a great way to build a community of theatre fans and lovers of musicals," said David Wachs, president of Cellit.

Situation Marketing is the advertising agency for Legally Blonde and the Blue Man Group.

Legally Blonde is about sorority star Elle Woods who doesn't take no for an answer. When her boyfriend dumps her for someone more serious, Elle hits the books and sets out to go to Harvard Law.

Before the show starts each night, audience members are asked to text in their email addresses for more information on the show, with their mobile numbers added to a list. Texters are also added to the Elle Woods fan club.

All participants walk out of the show with free Legally Blonde wallpaper on their mobile phones.

Theatre-goers who text in are also entered into a sweepstakes to try and win Elle Woods memorabilia. Winners are notified via text.

Approximately 15 to 20 percent of audience members participate in the text-to-win on a nightly basis, per Mr. Wachs.

A taping of the musical has aired on MTV. During the performance Cellit's technology called fan club members on their mobile with an Elle Woods recording inviting them to play a quiz on their phone while watching the televised show.

Blue Man Group is best known for its popular theatrical shows and concerts which combine music, comedy and multimedia theatrics to produce a totally unique form of entertainment.

Blue Man Group is currently in Las Vegas. The show asks audience members to register their mobile numbers and travel days on the Blue Man Web site at http://www.bluemangroup.com. On the day they reach Las Vegas, travelers get a text message with ticket offers for the dates they'll be in town.

Flyers in the theatre encourage attendees to text to win a CD or a backstage pass for the show.

Blue Man Group throws the audience periodic questions, asking people to text in the answers.

"One of the goals of in-theatre text campaigns is data collection," Mr. Wachs said.

The Blue Man Group production sees more than 20 percent of all audience members participating in the contest. It captures more than 1,000 email addresses on a nightly basis.

"There's a lot of downtime in a theatre -- before the show starts and during intermission," Mr. Wachs said. "Using mobile during the show made the experience more interactive for audience members."