Kevin Tancharoen was chosen as the tour director. He said about the development of the tour, "Coming from a movie lovers' background, I wanted to make it seem like a film. A little Joel Schumacher meets Tim Burton". He further explained that the onyx stone symbolized untapped desire. The stage was less elaborate than her previous tour, Dream Within a Dream Tour, with no runway extended towards the audience, in order to keep the show faithful to the New York theatre theme. There were three video screens above the stage. Also present were several LED columned-shaped video screens in the stage. The setlist was mostly composed from songs from "In the Zone" ("Early Mornin'" and "Brave New Girl" being the only songs of the album to not be on the tour). Other songs included were "Boys", "I'm A Slave 4 U,"and "Overprotected" from "Britney" (2001). Also included were three of her early hits, "...Baby One More Time", "(You Drive Me) Crazy" and "Oops!... I Did It Again", reworked with elements of jazz and blues. The promotional photos for the tour were by Markus Klinko and Indrani. Tour promoter Clear Channel Entertainment marketed the tour to an entirely different demographic than her previous tours, changing from families and children to a more adult audience. The show was also targeted to the gay market. Promotional campaigns included were Flash animated e-mails targeted to two million people who fitted the audience description. The tour was also advertised in several radio stations and TV shows for those audiences, such as "The O.C." MTV was chosen as the tour sponsor. The sponsorship was extended to advertisements in the tickets and interactive promotions in MTV.com, such as exclusive downloads, streaming video and ticket and merchandise auctions benefiting the Britney Spears Foundation. Three episodes of "TRL" were dedicated to a behind-the-scenes special. Vice president of music marketing and promotion Joe Armenia talked about the sponsorship,