New player TodayTix targets younger Broadway theatergoers

Screen grab from TodayTix, Feb. 24, 2016, NYC location. Broadway, -off-Broadway, Metropolitan Opera are offered.
Screen grab from TodayTix, Feb. 24, 2016, NYC location. Broadway, -off-Broadway, and Metropolitan Opera seats are being offered.

There’s a new way to get tickets to Broadway shows and theater owners are not being very welcoming. Designed to make ticket buying easier and targeting Millennials, TodayTix has $16 million in venture capital and has expanded to four other American cities and to London.

“TodayTix, which 26 months ago introduced a mobile app for selling discounted and full-price last-minute tickets, has already become a visible presence on Broadway, thanks to its red-jacketed agents …  who deliver tickets outside theater doors,” writes Michael Paulson in today’s NYTimes.

TodayTix says it  is currently selling 4 percent of all tickets to Broadway shows. About half of all Broadway tickets are now purchased over the Internet, according to a new study of audience demographics by the Broadway League, and about 37 percent of Broadway tickets are purchased less than a week in advance. About 11 percent of Broadway tickets are sold at the TKTS booths. The last season, which ended in May, saw a record audience of 13 million people, and the 40 Broadway theaters grossed $1.365 billion, Paulson writes.

Although the Nederlander and Shubert organizations, the largest owners of Broadway houses, aren’t working with TodayTix, the new company founded by Brian M. Fenty and Merritt Baer who met as kids at a theater camp (of course), has agreements with most of the major New York nonprofit theaters, including the Public Theater, as well as other performing arts institutions, including the Metropolitan Opera and the Brooklyn Academy of Music. Outside New York, the company has partnerships with 157 theaters.

I just downloaded the mobile app and it took less than 2 minutes. Try it yourself by clicking here.

To read the complete story, click here. But before you do, what do you think? Will it work? Have you used  TodayTix and what was your experience?

The Public Theater will contribute four plays to the Theater Close-Up Series, all part of The Apple Family Plays: Scenes from Life in the Country.
TodayTix was agreements with most of the major NYC nonprofits, including the Public Theater (above), where the  musical  “Hamilton” got its start.