How do show web sites compare to movie sites?
Movie websites exist to entertain, engage, and dazzle. The difference for movies is they don't have the responsibility or need to sell tickets directly from their websites. Most anyone looking to go to the movies knows how and where to buy their tickets. For Broadway, that's just not the case. The first time Broadway-goer who is new to the purchase process may just as likely land on our site before Ticketmaster or Telecharge. So a Broadway show's website has to educate, provide pertinent ticketing information while also entraining and engaging the user. That balance is crucial.
What would you like to see more of on show web sites?
I'd love to see, and what we are currently striving to do, is make a show's website more of a destination to plan your entire Broadway experience. Coming to the theater is more than just buying the tickets. How are you getting here, where are you eating, what else will you be doing while you are here, who are you coming with? Providing answers and ease in the planning of a theater-goers trip will help take some of the mystery, and potential aggravation, out of the entire experience.
What would you like to see less of on show web sites?
Flash! It's not mobile-friendly, it's heavy, and it's not accessible on all computers. We need to provide a service to all potential ticket buyers- and all flash sites or sites with prohibitive flash intros create too many obstacles in that mission to educate.
How do fan-created sites fit into the mix of a show's online marketing? Are they encourage/discouraged or ignored but appreciated?
The fans speaking for you and creating materials for your show are your best advocates! Embrace them. We definitely encourage them and try to provide whatever elements they'll need to help spread the word of mouth for the show.
What's 'next' for show web sites? Mobile, etc.?
Definitely a move towards accessibility and ease of use on hand-helds/ mobile phones, a greater focus on social integration, and finding more ways to give those who are using the site more of exactly what they want in a seamless way.
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