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Broadway Woos Audiences With New Ticketing Options

Monday, August 26, 2013   (0 Comments)

Variety (07/23/13) Cox, Gordon

Broadway is continuing to experiment with ticket accessibility amid rising top ticket prices and a plateauing of yearly theater attendance. A key example is a mobile ticketing reservation system for the musical "Spider-Man: Turn Off the Dark" at the Rialto, which enables theatergoers to reserve tickets and pay for them later rather than pay upon purchase. Depending on the performance, customers can make reservations several months ahead of time with tickets held until sometime during the day of the show, at which point the unpurchased tickets will be released for sale again several hours before curtain. The reservation system enables marketers to capture data about interested theatergoers and then entice them through text messaging to buy in the few days leading up to the performance. "People are buying Broadway tickets more last-minute than they used to," observes Situation Interactive president Damian Bazadona. "Instead of trying to fight the trend, the 'Spider-Man' producers are going with it." Bazadona says an average of 30 to 40 percent of reservations lead to purchases. Meanwhile, the recently launched TKTS 7-Day Fast Pass program lets customers at TDF's discount ticket booth skip the line for a second purchase within a week of the first.

 

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