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SALT LAKE CITY — The Church of Jesus Christ of Latter-day Saints has purchased ad space in the playbill for the Los Angeles production of the satirical musical called "The Book of Mormon."
The show, which is set to play at the Pantages Theater in Los Angeles on Sept. 12, is a story about two Mormon missionaries who travel to African villages. The musical pokes fun at several basic principles of the faith and sacred subjects for members of the Church.
The ads in the L.A. playbill are intended to provide an increased understanding of the faith for patrons of the musical.
"Patrons of the musical aren't likely to leave the theater with a better understanding of the Book of Mormon," said Michael Purdy, spokesman for The Church of Jesus Christ of Latter-day Saints. "Our message in the playbill invites the audience to seek a more complete perspective on the book, its Christ-centered message and its place in Mormon belief."
The Church has only purchased ad space in the L.A. playbill, and it is uncertain if the Church will purchase ad space in other cities where the musical will play.
"Currently, these ads are running only in the playbill for the L.A. production, and plans for future use have not been determined," Purdy added.
The musical is part of a national tour beginning on Sept. 12 in Los Angeles and will run through Nov. 25 where it will end in Denver. "The Book of Mormon" musical won nine awards in last year's Tony's, including Best Musical, Best Original Score and Best Book of a Musical.
The Church has also purchased ad space on Google to show their political diversity and neutrality. When users of Google search for Republican nominee Mitt Romney, a promoted link appears above the search results.
With all the attention on the LDS faith during the presidential race, the Church is giving users an opportunity to explain their religion as well as their neutrality on politics.
"Elected officials who are Latter-day Saints make their own decisions and may not necessarily be in agreement with one another or even with a publicly stated Church position," the Church said in a statement on their website. "While the Church may communicate its views to them, as it may to any other elected official, it recognizes that these officials still must make their own choices based on their judgment and with consideration of the constituencies whom they were elected to represent."
