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New Service Offers Broadway Subscriptions Starting at $90 a Month
A new service named prioriTIX began offering monthly ticket packages to Broadway musicals and plays last week. The platform starts at $90 per month and seeks to address post-pandemic declines in theater subscriptions.
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PrioriTIX launched last week to sell monthly subscriptions for Broadway shows. Customers can buy packages of tickets to musicals and plays starting at $90 a month, Forbes reported. Michael Kaiser, chairman of the DeVos Institute of Arts and Nonprofit Management, said subscriptions reduce marketing costs because three or five tickets are sold for the cost of one.
He added that they provide cash up front to fund rehearsal and producing periods. Kaiser also stated that subscriptions give theaters artistic flexibility by allowing some less familiar or challenging shows to be included. The COVID-19 pandemic reduced subscriptions sharply.
Forty-two percent of theaters reported in 2024 that 30 percent or more of their subscribers had disappeared. The New York Theatre Workshop confirmed that half of its subscribers did not renew after the pandemic. Nellie Beavers, founder of prioriTIX, said a front-mezzanine seat for Oh, Mary!
Purchased the same day costs about $200, while the same seat purchased six weeks in advance costs $79. She noted that Broadway lacked a subscription program in 2020 and spent six years developing prioriTIX. The Broadway League reported that more than half of Broadway theatergoers now purchase tickets less than two weeks before the performance.
