Tonys 2013: Broadway fans are all atwitter "Alec, I'm sorry for my part of a disagreeable situation," LaBeouf wrote. He also posted email exchanges between himself, Baldwin and director Daniel Sullivan. The production (with Ben Foster replacing LaBeouf) was a box-office flop, closing a month after its official opening. Actors are a crucial aspect of a Broadway show's social media presence, said Damian Bazadona, president of Situation Interactive, an entertainment marketing agency that has worked with a number of New York stage productions. At the same time, actors "don't want to feel exposed. We have some moments where we sit with the cast and say, here are ways we will use social media and here's how you can help," he said. If there's an actor that active on Twitter, we try to piggyback off their content, rather than trying to get them to do stuff. It's all about being authentic. A nascent social media trend on Broadway is Vine, the mobile application that allows users to record and upload short video clips with a maximum duration of six seconds. This season, "Matilda" has used Vine as part of its social media campaign. The British musical, based on the book by Roald Dahl, is nominated for 12 Tonys, including new musical. "I'm actually surprised that more shows aren't using Vine," said Ryan Greer of AKA NYC, the marketing firm hired by the producers of "Matilda." The show's Vine content includes a series of animated clips starring the "Matilda" newt, the four-legged amphibian that the young heroine finds and puts in the school headmistress' water jug. Audience members who take their own surreptitious video of performances and post them online can be a problem for a show. We do policing, including Vine and YouTube. People have been posting and we have an effort to take [those videos] down," said Sarah Borenstein, also of AKA NYC. We'd rather put out content we create.