Ticketmaster continues to find new ways to help audiences discover new events and secure tickets to the shows they love. Through a new Distributed Commerce partnership with BroadwayWorld.com, Ticketmaster Arts & Theater clients can now reach a highly engaged audience of theatergoers, expanding event visibility and driving ticket sales across Broadway, West End and touring productions.
Reaching Theater Fans Where They Are
BroadwayWorld is one of the largest theater sites on the internet, covering 100+ U.S. locations, 45 countries and attracting over 6 million monthly visitors who actively seek information on the latest shows from Broadway, West End and regional productions. By integrating Ticketmaster’s discovery data, BroadwayWorld connects relevant Ticketmaster events throughout its platform, ensuring theater enthusiasts can seamlessly find and purchase tickets to the shows they love.
How It Works
BroadwayWorld features Ticketmaster events across multiple touchpoints, including:
- Theater Pages: Dedicated show pages highlight available Ticketmaster tickets to the biggest hits on Broadway and the West End.
- Editorial Content: Ticketmaster events are seamlessly integrated into news articles, reviews and interviews.
- Ticket-Buying Guides & Newsletters: Theater fans can discover Ticketmaster events through curated content and direct email communications.
Benefits for Ticketmaster Clients
- Expanded Audience Reach: Theater events gain exposure to BroadwayWorld’s dedicated base of theatergoers.
- Seamless Ticket Purchasing: Purchasing is done on Ticketmaster’s secure marketplace to help ensure safety and reduce the risk of fraud.
- No Additional Cost: Clients benefit from increased event visibility and ticket sales without additional marketing dollars required.
Global Audiences Take Center Stage
The partnership launches with a focus on theater events in the U.S. and U.K., while also supporting Ticketmaster’s global markets by driving traffic to relevant theater events in participating markets. As Ticketmaster and BroadwayWorld continue to innovate, future expansions are planned to include additional promotional opportunities.
By engaging 6 million theater fans on the platform, Ticketmaster and BroadwayWorld are amplifying event discovery and helping unlock new audiences for ticket sales. This partnership ensures a seamless experience from search to sale, making it easier for audiences to attend the shows they love.
Want even more theater content? Click here to learn about Wicked’s 20+ years of Broadway, West End and touring success as a Ticketmaster partner.
Click here to discover how partnering with Ticketmaster can help find new audiences.
To celebrate the partnership, Marla Ostroff, Managing Director of Ticketmaster North America, shares more about her experiences in an interview with BroadwayWorld:
You’ve been with Ticketmaster for over 30 years. What initially drew you to the company, and what has kept you there for so long?
I got into ticketing by chance, drawn to the tech that connects fans with live events. What’s kept me here is the innovation, collaboration, and drive to keep pushing the industry forward – plus the amazing partners we get to work with every day, such as Nederlander, Shubert, Disney and others. I care deeply about doing whatever I can to help our partners deliver an unforgettable experience to fans – that’s my “why,” and this is especially true for our Broadway clients. We’ve embraced Broadway at Ticketmaster, inspired by the same passion that Broadway producers have for their shows.
Do you have a favorite Broadway show or a particularly memorable theatre experience?
The first show I ever saw was My Fair Lady back home in Ohio, and I thought it was so amazing. When I moved to New York City, my first Broadway show was the iconic Phantom of the Opera. I started working with more Broadway clients around that time, and the passion amongst the people I met in that community was so evident and infectious. My favorite Broadway show of all time is Rent, because it revolutionized modern theater and paved the way for innovative productions like Hamilton. And I’ll never forget seeing Gypsy with Patti LuPone – I can’t wait to see the revival with Audra McDonald. That’s part of the beauty of Broadway – seeing beloved shows re-imagined with new perspectives on beloved classics.
What do you see as the biggest challenges and opportunities for Broadway and theatrical ticketing in the coming years?
There are endless opportunities in lesser-known theater markets. We’re so proud to support both Broadway and West End, and we see massive potential in other markets where passionate theater fans reside. Ticketmaster now serves more than 225 theaters across the country, due in large part to our hard-working team members whose passion for the theater category is rivaled only by our clients in this industry. We are so grateful for the trust our clients have placed in us, and the opportunities they’ve given us over many years to prove our commitment to offering the best possible ticketing experience on Broadway and beyond.
With Broadway’s increasing reliance on digital and mobile ticketing, what innovations is Ticketmaster working on to enhance security and prevent fraud?
Security is central to everything we do. Ticketmaster leads the industry in developing safeguards to ensure tickets reach fans directly by blocking over 200 million bots daily. Recognizing that tickets will always be a target for scammers, Ticketmaster is constantly investing in new security enhancements to protect fans, including bot prevention, fan education and multi-factor authentication. While most of our Broadway inventory is made up of primary tickets, fans can also trust that resale tickets bought on Ticketmaster will get them into the show – we believe in doing resale right, and have banned deceptive practices like speculative ticketing on our marketplace.
BroadwayWorld has been a go-to source for theatre fans for over two decades. What excites you most about this new partnership?
BroadwayWorld offers so much value to Broadway fans. Over 150,000 daily visitors benefit from BroadwayWorld’s industry-leading news coverage, extensive job boards, and more. We’re excited for Ticketmaster to add to that value with our 30+ years of Broadway experience. Thanks to our clients, Ticketmaster is able to offer the best of Broadway through a trusted and extensive marketplace. Our role is to serve shows and theater owners by helping them market and share more tickets, and our new partnership with BroadwayWorld will help us do this on an even bigger stage.
How will this collaboration enhance the ticket-buying experience for Broadway fans?
Our extensive selection of events encourage discovery, while our industry-leading security enhancements help ensure tickets are protected. Whether fans are traveling in to see a blockbuster for the first time or they’re regulars looking for something brand new, Ticketmaster will be there to help them easily discover and enjoy the rich experiences Broadway has to offer – while feeling confident that the ticket they’re purchasing is legitimate and will get them into the show.
