Ticketmaster in Broadway Theatre

Ticketmaster was founded in 1976, Arizona. In 1981, the company opened its first oversea operations. The company merged with Live Nation in Jan. 2010.

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On the Ticketmaster, audience could purchase the tickets of all 41 Broadway Theatres

Most of Broadway Theatre provide the floor-plans in the theatre, and shows the different prices in the different seats on Ticketmaster. When a seat is clicked, the information about the seat will be shown, like price, available, etc.

According to 3 weeks(9/17/2017 to 10/1/2017) observed to the Lion King Musical performed on Saturday 10/21/2017, I find Ticketmaster has dynamic pricing their tickets: 9/24 to 10/1 adjusted the premium seats from $252 to $239.

To figure out the dynamic pricing in the organization, researchers need to know how organization’s sales circle and keep follow the ticket sales. Here is a TIP for some performing arts managers: 76% purchase within  the month of the performing arts event.

With all kinds of ticket buyers from theater to sports to concert Ticketmaster has,  the massive demographic is analyzed and Ticketmaster could easily allocate the target audience for Broadway Theatres.

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The huge data Ticketmaster has


Ticketmaster offers a number of marketing assets including various email and digital products. Some of these are included in the general Ticketmaster deal and some require an additional fee.

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The three B2B product of Ticketmaster

Ticketmaster has a digital department called Blue, which has several service below

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The service of the Blue

For the theater business, Ticketmaster will price right for greater returns, includes 1. Quickly adjusted to market demand; 2. Scale and price the house with ease; 3. Boost incremental sales with flex seat plans and premium tickets. Also Ticketmaster will help their client to do some fundraising. They will help streamline their development operations and provide a more comprehensive view of your donors.


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