Producers of the Broadway musical Rock of Ages have come up with an intriguing way to attract audiences — provide in-seat alcohol service during performances.

"We find when you have drinking, people are more likely to sing along," producer Carl Levin told Bloomberg News.

The New York City show, replete with hits from the 1980s by bands such as Foreigner, Whitesnake, Pat Benatar, REO Speedwagon and Bon Jovi, is set in a Los Angeles rock club in 1987. One of the songs used is Oh Sherrie by Journey's Steve Perry.

Previews for the show began Tuesday night.

Wait service at the Brooks Atkinson Theatre is available in the orchestra and in the boxes overhanging the stage.

However, those wanting to imbibe during the performance must first buy colour-coded drink chips before the first act or during intermission.

Waiters will roam the house during the show handing out mixed drinks, beer and soda corresponding to the chip colours.

The service was offered at the show's off-Broadway run in the fall.

Levin recalls one night in which 100 stock traders showed up.

"They were in a bad mood. By the end of the evening, they were in too good a mood."

One inebriated trader climbed onto the stage during the performance and began dancing. He had to be removed from the theatre.

Serving drinks during a performance is not new to Broadway. It was done during a run of The Rocky Horror Picture Show in 1975 and during Pump Boys and Dinettes in 1982.