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How to Get Last-Minute, Cheap Broadway Tickets Without Leaving the House

Thursday, September 24, 2015   (0 Comments)

MarketWatch (09/02/15) Huston, Caitlin

Several New York theaters now have digital lotteries giving theatergoers a chance to win same-day tickets.  Jujamcyn Theaters operates five Broadway venues with online lotteries for four of its shows; the fifth runs its own Twitter lottery. TodayTix is a mobile app that receives 500 to 3,000 entries for its Broadway lotteries.  Fans may have a better chance of getting tickets by going to the theater a few hours before the show and entering an in-person lottery for seats, non-lottery rush tickets, or standing-room tickets when available. However, the convenience of entering online lotteries is gaining popularity, especially for those who live in the New York suburbs and do not have easy access to the venues.  In addition, digital lotteries engage fans through email and social media in the hopes of building lifelong patrons who will eventually pay more for seats.  "Those are the people you want to continually talk to and have relationships with,” says Jujamcyn Theaters' Micah Hollingworth. TodayTix increases entrants' chances of winning if they share on social media, creating buzz and marketing opportunities for the shows.  The decision to offer digital lottery tickets is up to producers and the number of tickets available changes based on the popularity of the performance.  Although the four shows with digital lotteries have discontinued in-person lotteries, they continue to offer other methods of buying discounted tickets.


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