|As one of the longest-running franchises in primetime television, Law & Order is releasing its newest Los Angeles-based edition with a campaign to spark viewers’ interests involving photos and social media. Law & Order: Los Angeles, nicknamed LOLA, debuted an interactive mosaic during its premiere party at Drai’s Hollywood at the W Hotel. Throughout the event, partygoers and red carpet walkers were featured on the ever-changing mosaic, which got the ball rolling for the show’s newest initiative.|
Now, viewers and fans of the show can upload photos to the piece that will be featured on an upcoming episode of LOLA. By visiting NBC.com , viewers can have their Twitter or Facebook avatars pulled from their profiles and placed into the mosaic, right alongside favorite stars and guests of the launch party.
The mosaic continued to update and change during the Drai’s event, and guests of the soiree also were given the chance to have their “mugshots” taken and placed on actual coffee mugs as a souvenir from the gathering. These mugshot pictures are also featured on the photo compilation.
Tonight (10 p.m. ET on NBC), Law & Order: Los Angeles makes its network television debut, starring Skeet Ulrich (Jericho), Terrence Howard (Iron Man), Corey Stoll (NCIS), Alfred Molina (The Da Vinci Code), Rachel Ticotin (Lost), Regina Hall (Death at a Funeral), and Teri Polo (Meet the Fockers). The episode, aptly titled “Hollywood,” will start with a crossover from fellow spin-off, Law & Order: SVU, which stars Mariska Hargitay, and premieres tonight at 9 p.m. ET.
According to E! News, Hargitay’s character Olivia Benson will be traveling to Los Angeles for a case regarding untested rape kits. Ulrich stars as Det. Casey Winters, married to his once-partner played by Polo. Reportedly, this installment of the franchise will have more of a personal focus on the characters’ lives vs. previous series.
The original Law & Order ended last year after a 20-year stint, and with the LOLA premiere, TV viewers will see an ushering in of a new generation of cases and jarring title music. The Criminal Intent series is still featured on cable channel USA as well.
The new series, from executive producer Dick Wolf, Rene Balcer (Law & Order), Blake Masters (Brotherhood), Christopher Misiano (The West Wing), and Peter Jankowski, is a Wolf Films production in association with Universal Media Studios, and the technology for the LOLA mosaic was developed by Hashtag Art, based out of New York.
For more information, follow the show on Twitter @NBCLOLA.