Industry Pro Newsletter: Ticket Buying Occurring Later, Broadway Shows Make Changes

October 25, 2021 -

As audiences start to return, what was once a subtle trend in the industry - towards ticket buying closer to the date of performance - has dramatically shifted since theatres have reopened. Where the advance ticket sale window was previously 6-8 weeks, that has now become within two weeks of performance, which for marketers means that the promotional cycle has also shifted - bigger pushes for longer. In the UK, audiences are also becoming frustrated with the lack of consistency in attendance policies - with no government direction, producers are left to their own devices to decide what safety procedures to enforce, causing consternation amongst audience members who aren't always sure what protocols they should be prepared to follow

Ticket Buying Happening Later in the Cycle

As Broadway has reopened, producers have begun noticing a trend of ticket buying occurring much closer to the date of the performance than it would in the past. Where previously advance sales 6-8 weeks out were typically a strong indicator for the show, the ticket buying window has dramatically shortened for most ticket buyers - with most occurring within two weeks of a performance date. This is also not just on Broadway - producers have seen a similar trend in other major markets.

Theatre Leadership Project Approved As Trainer for New Grant

The Theatre Leadership Project was approved as an equity and diversity training program for production companies seeking to access the more than $100 million in tax credits available from the New York City Musical and Theatrical Production tax credit program.

Tragic Death of Halyna Hutchins Highlights Safety Protocols

With the tragic accident on the set of the film Rust over the weekend - involving the firing of a prop gun and the death of the cinematographer - many in the film industry are taking a hard look at how to ensure safety protocols are always followed when weapons are on set. While certifications are available for weapons use on stage and screen, not all producers are ensuring that they're hiring certified weapons handlers when any type of weapon is involved.

As Broadway Returns, Shows Make Changes to Reflect the World

Across Broadway, as shows reopen many are reconsidering some of the more problematic moments in light of the way cultural attitudes have shifted in the past few years. While updating texts to modern understandings of race and culture is a common occurrence, never before have we seen so many shows make these kinds of adjustments mid-run.

The Red Buckets to be Back in Spring 2022

Broadway Cares/Equity Fights Aids announced that they are aiming for a return of their traditional red bucket fundraiser starting in Spring of 2022. While they will continue to hold off on returning to in-theatre fundraising efforts, the group will continue to award grants to help performers in need. Since the start of the pandemic specifically, BCEFA has awarded nearly $19 million in grants to the Actors Fund.

No Masks, No Vaccine Requirements: Audiences Return to the West End

In London, theatres have been allowed to reopen for a few months with no mandates that other regions are currently under - there is no masking requirement and audiences are not required to show any proof of vaccination or negative testing. For some, this is welcome - but for many audiences it is causing confusion and hesitation as different venues try and enforce differing policies.

Add Your Show to our Regional Events Calendar

As audiences get set to return to in-person performances, and as your company works to market your own return to the stage, make sure you've got your upcoming shows in our regional events calendars. Listings are free of charge, with boosting options available. Get your show listed now!

BroadwayWorld Stage Mag - A Fully Interactive Show Program

The digital solution to your show program needs - want to see what's possible? Check out the Stage Mag's for off-Broadway's Blindness and for Next on Stage Season 3! Then start building your own at stagemag.broadwayworld.com.

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