Gene Simmons says Kiss fans can expect "new outfits, a brand new stage and millions more (dollars) put into it" when the group begins its Kiss Alive 35 tour to promote "Sonic Boom," its first new album in 11 years, on Sept. 25 in Detroit.
"That's just the history of Kiss," Simmons tells Billboard.com. "Simply put, any band you go to see for the same ticket price, you know Kiss is going to give you tenfold more. That's just a statement of fact."
Simmons says that besides the usual blood, fire and very tall boots, the focal point of the new production will be a video screen "that's literally as wide as the entire stage, so there ain't a bad seat in the house. We've got extra people on cameras and stuff like that, so there'll be multi-media in back to increase the visual impact as well as the sonic impact."
Kiss, meanwhile, is planning a major marketplace impact for the start of the tour and the Oct. 6 release of the "Sonic Boom" package, which features one disc of new material, another of re-recorded hits and a live DVD filmed earlier this year in Argentina.