Cavaliers contests these days are much more than basketball

CLEVELAND (AP) -- It's not just a basketball game these days.
The Cleveland Cavaliers, following a National Basketball League priority, have made game nights into evenings of entertainment that begin before tipoffs and extend through halftime and the final buzzer.
The game has evolved into a full-time interactive experience.
Walk through the doors of Gund Arena on a given home game night, and you'll witness controlled mayhem -- from photos with a bear, baby tigers or a monkey -- to listening to a 100-piece band or a high school choir.
And don't forget the moon bounce, face and hair painting, a chance to win a cruise by spinning a wheel and a balloon artist.
The goal is not only to entertain but also to boost fan support for the team, said Jay Moore, the Cavaliers' director of game presentation.
Game entertainment is a league-wide initiative and a priority for NBA Commissioner David Stern, said Len Komoroski, president of the Cavaliers and Gund Arena Co.
Faced with declining attendance and decreasing revenues, the Cavaliers made several changes during the past offseason, including the hiring of Moore.