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New App for Show Tickets Draws Whippersnappers to Broadway

Thursday, June 18, 2015   (0 Comments)

Wired News (06/01/15) Alba, Davey

Millennials use apps such as Fandango, OpenTable, and Uber to plan nights out at movies and restaurants, but the younger generation is less likely to attend live theater than their older counterparts. In order to reach this younger audience, Brian Fenty and Merritt Baer founded TodayTix, a mobile app selling week-of theater and Broadway tickets. The app's idea draws from the statistic that in 2014, 40 percent of theater tickets were purchased the week of the show. Although the theater industry is comparable to the film industry in terms of annual revenue, about one-fifth of Broadway tickets typically remain unsold. Fenty blames this shortfall on a complicated and outdated ticketing process, which he hoped to remedy with TodayTix when it launched in 2013. The app now has 425,000 users and sells approximately one ticket per minute. Its average customer age is 32, whereas the average Broadway customer is 44. The app currently is based in London but plans to expand into Chicago, Washington, D.C., and San Diego. The app will tap into the growing mobile commerce market, which only sold 1 percent of Broadway tickets between 2012 and 2013 but has increased its overall sales by 32 percent in the past year.


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