Theatregoers to Receive Awards & Benefits with New Program

The Nederlander Organization has initiated a new program in which audience members will receive benefits and rewards after they have left the theatre.

Audience Rewards is "tied to the Nederlanders' major chain of legit road houses and its sizable concert division, reps a significant effort to raise the national profile of the Broadway brand, not specific to any one production or producer," according to Variety. 

So far, every currently-running Broadway show has signed up to be a part of the program.  In the future, frequent theatregoers will be able to make use of a point system (which has not yet been finalized), and earn such rewards as free tickets, dinners and even pre-show dinners with a celebrity.  In addition to buying tickets for shows on Broadway and on tour, audience participants in the program may create an online profile on the Audience Rewards website.  The profile will "further focus the marketing they receive regarding future shows."

The program is also intended to create among audiences loyalty to the Broadway theatre.  "One of the ways that organizations can create loyalty is through frequency programs such as these," she said. "Consumers who are loyal are the best cheerleaders," stated Charlotte St. Martin, who recently became the new executive director of the League of American Theaters and Producers.

"This site has the potential to communicate with something like 12 million people a year.  If the whole industry and all the producers can engage with them like this, then we can really expand our resources," said Nederlander executive VP Nick Scandalios.

A concert division of Audience Rewards is planned for the future.

Visit www.audiencerewards.com for more information.